Challenge: The Recreational Boating and Fishing Foundation came to us looking to get more women and girls involved in the sport of fishing.
Idea: Research shows that 1 in 4 women who fish say it boosts confidence and grit. We created a campaign around that stat, helping women and girls find their best selves on the water.
Fish Out of Water With Ellie Kemper
We partnered with Ellie Kemper, comedian from The Office and Unbreakable Kimmy Schmidt, to take her fishing for the first time and give her a newfound appreciation for the sport. I got to write a lot of her commentary. Watch the full video here: https://www.youtube.com/watch?v=ip6NFZrMp5k.
Social Videos
Fearless Fishing Line
We created 1,000 spools of signature fishing line and gave them away in a sweepstakes, all to help women find their best selves on the water. We had over 18,500 sweepstake submissions and generated over 122 million impressions.
Social Media Ads
We made social media ads that generated a 384% increase in female-specific social conversations in one year and a more than 109% increase in general audience impressions.
