- Outdoor Recreation
- DeliverablesAdvertising, Content, Endemic Media, Motion Studio, Positioning, Product Launch, Programmatic Media, Social Media, Websites
A NEW FRONTIER FOR A LEGENDARY GEARMAKER
When Gerber was ready to re-enter the fishing market, it brought a new line of products and a new personality to the space. This time, the toolmaker was intent on reaching adventure anglers — expeditionary types who need every piece of gear in their pack to be worth its weight in form and function. As their marketing agency, we leveraged our outdoor recreation expertise to build a campaign speaking directly to the most active fishermen, complete with Gerber's trademark “unstoppable” ethos.
GOING OFF THE GRID
The campaign videos followed adventure anglers in their element. We produced video and photo shoots in Florida and the Pacific Northwest to capture Gerber’s target fishermen in saltwater and freshwater environments with new products.
Along with the hero video, the footage helped us create four region-specific, 30-second TV spots for the advertising campaign’s media push. Since these were planned specifically for social media (where users often don’t turn their sound on), we chose to eliminate the voiceover in favor of natural sound and adventurous music. This allowed each regional video to immerse the viewer in the fishing experience with sound that enhanced, instead of distracted, from the visuals.
CUTTING THROUGH THE DIGITAL NOISE
While the campaign videos carried the brand story, our digital display ads showed Gerber’s fishing gear in its full glory. Capturing the anglers’ attention with sharp messaging and product imagery, these ads drove traffic to the campaign landing page.
A REAL SCROLL-STOPPER
For Facebook advertising, our instant experience ads created an immersive mobile engagement for our outdoor recreation audience. Serving as the perfect canvas for our campaign video assets, these ads hooked anglers with experiential messaging then funneled them down to their preferred fishing product.
TELLING THE REST OF THE STORY
Keeping anglers hooked required content geared toward the gear itself — but it had to overcome Gerber’s exit from the category years before. The attention to detail evident in the new product line proved Gerber understood the hardcore fisherman. To help the story of how each new tool was created, we enlisted the help of Gerber’s lead industrial designer for detail-rich product videos. Together with the rest of the campaign, this deeper content left no doubt the brand was back and serious about the fishing category.
