Cabela’s is principally known for their expertise in hunting, fishing and camping. The hunting category, however, is their primary source of consumers, products, and sales. My department was asked to developed a digital flip book highlighting what every elk hunter would need depending on their level of expertise. When I was assigned the project I worked with my creative director to establish a new and modern digital strategy. We came up with the strategy of developing a microsite know internally as western performance. The goal of the new strategy was to create a digital experience showcasing everything any elk hunter would need, provide relevant and valuable content. After just three weeks and little marketing the microsite quickly succeeded in sales. It even has inspired a full marketing strategy to provide similar experiences for all the activities Cabela’s consumers participate in.
Along with the microsite I worked with the photostudio to create unique product photography. I wanted to create product shots which provided the illusion that the product was laying on the ground. I wanted to keep the shadows associated with the products and also showcase the different features.
Not only did I showcase different brands but I also utilized Cabela’s prostaff to provide valuable content. The prostaff wrote in, talked about which products they use or prefer and what they recommend to use.