Gator Waders - Fully Integrated Vertical Launch - Digital, Print, OOH. Gator Waders needed a fully integrated marketing strategy and execution for a new retail vertical comprised of performance fishing clothing. The launch campaign came together on the website, at the Bassmaster Classic (the largest expo of its kind in North America), in digital advertising, on organic social, in emails and in paid social for a success that put Gator Waders Fish in the hands of hundreds of thousands of potential customers.
1. Website redesign - included a homepage redesign and rebrand to put fishing up front and drive people down funnel.
Email Campaigns - sends to the existing customer lists teased Fish and finally gave an e-mail exclusive discount during launch weekend.
OOH - Attendance at the Bassmaster Classic, North America's Largest fishing event, included launch-branded booth walls and flags.
A custom QR code was created for the Classic that directed people to the email signup page. Email information was collected in exchange for a contest entry to win a full gear setup. The code was incredibly popular, allowing people to use their own devices to enter.
Organic and Paid social were used to drive top-of-funnel awareness and promote attendance at the Classic as well as the life of the vertical beyond the event.
Finally, Google PLA's were run from launch, with Search and other methods being rejected for volume considerations.
