Two personas, two messages
Profitability and reliability for fishermen, performance and comfort for leisure boaters.
Tohatsu Tunisie
70 years of Japanese history, told from Tunisian harbours
In three months, Tohatsu went from quiet challenger to the largest outboard community in our benchmark.
- Client
- MB Motors, official distributor
- Period
- May – July 2026
- Channels
- Facebook · Instagram · Messenger
×2.4
Facebook community in three months
20×
more new followers than the long-standing leader over 28 days
44%
of enquiries are for the premium range
The client
Tohatsu has been making outboard engines in Japan since 1956. In Tunisia, the brand is distributed by MB Motors, with a full range from 5 to 140 hp, in 2-stroke and 4-stroke.
The challenge
Up against established competitors, Tohatsu kept a low profile. We had to build trust (Japanese origin, reliability), relaunch an almost empty Instagram, drive the summer promotion and generate qualified enquiries from two audiences: fishermen and leisure boaters.
The strategy
Make 2026 the year of Tohatsu's 70th anniversary in Tunisia.
A story that gives meaning
The parent company was celebrating 70 years of outboard engines with no local relay. We made it the common thread of the season, and the reason for the summer promotion.
A full funnel
Video views, then engagement and community, then Instagram traffic, then leads.
The South first
Coverage mapped to fishing and boating areas, with Sfax, Djerba and Gabès as priorities.
The set-up
Seven Meta campaigns
Engagement, video views, awareness, Instagram traffic, community, leads and promotion.
Managed leads
Test, pause, calibrated relaunch: enquiry volume follows the team's handling capacity.
Qualifying form
Profile, preferred model and governorate: every enquiry arrives segmented and ready for the right sales pitch.
Sales support
Meta tool training, a weekly meeting and an action plan for the end of the season.
Content and shoots
Shoots close to the sea and to real users.
- Bizerte shoot: boats at sea, drone, harbour, beaches and beach huts.
- Real customer testimonials on board: the videos that carried every campaign.
- Range presentations at the showroom, straight to camera.
- “70 years” series: bilingual announcement, “Tohatsu in numbers”, heritage since 1956, continuous innovation.
- Summer promotion visuals by model and calendar visuals.
Performance and results
A challenger brand that takes the lead in its category on social media.
×2.4
Facebook community in three months
20×
more new followers than the long-standing leader over 28 days
1/4
of Facebook views came from the “70 years” post alone
+415%
Instagram views
+1,000%
inbound Messenger contacts
44%
of enquiries for the premium range (30 and 50 hp)
45%
of leads generated by people-focused content (customers, showroom)
95%
positive comments
Changes are shown as percentages to protect our clients' confidentiality. Sources: Meta Ads Manager and Meta Business Suite statistics.
Analysis and reporting
Numbers that guide sales, not just marketing.
- A 37-slide report: campaigns, leads, audiences, geography, benchmark, customer relations and action plan.
- Lead segmentation: 53% leisure boaters, 36% fishermen, 7% from the diaspora.
- A benchmark of competitor pages on Meta.
- Recommendations for next season: shoots in every harbour, testimonials by profile, field activations and an always-on presence.
The collaboration
MB Motors' management stepped in front of the camera, and customers agreed to give testimonials on board. This closeness gave the content its strength: faces, harbours and boats the audience recognises.
What we take away
- 1
Social proof and local roots create instant identification.
- 2
A brand story gives a promotion legitimacy.
- 3
One qualified lead is worth more than ten anonymous contacts.
Your brand deserves the same level of management.
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