Project Details
For the Bassmaster Classic, I led a dynamic campaign to elevate Cabela’s presence and drive both online and in-store sales. Through art direction, photography, and web design, we created high-impact visuals that resonated with fishing enthusiasts. The results were worth it and helped increase Cabela’s positioning as a stronger player in the bass fishing community.
Client:
Cabela’s Fishing
Challenges:
Create a campaign for Bass Master Classic involvement, boost sales, and elevate Cabela’s brand presence for bass fishing.
Deliverables:
Digital Marketing Strategy, Website, Photography, Giveaway Campaign
Skills:
Art Direction, Web Design, Digital Marketing, Photography
Saw a 12% increase in bass fishing market share for the southeast of the USA.
Background Info
The Classic
The Bassmaster Classic is the ultimate showdown in professional bass fishing—a three-day, high-stakes competition often dubbed the Super Bowl of the sport. In past years, Cabela’s involvement had been minimal, with the company only sponsoring a few athletes and maintaining a lackluster digital presence. I saw an opportunity to elevate their presence and make a splash in this niche market.
Phase 1: Define the Problem
The previous year, Cabela’s had created a small landing page to show it’s online support for the event. Unfortunately, due to timing, the webpage was rushed and put together in the nick of time.
The next year, when I took on the project, I saw the potential to make an impact within a category that Cabela’s had been wanting to improve.
The Project Goals
User Objectives
Provide engaging, valuable content tied to the Bassmaster Classic, focusing on outdoor enthusiasts.
Business Objectives
Increase online sales, improve in-store traffic, and enhance regional brand awareness.
Metrics of Success
Sales growth, brand lift, and engagement during and after the event.
Visual Strategy
At the onset of the project, there were no given parameters. You always seem to hope for projects that have options.
Inspired by sports apparel campaigns during major events, I developed a creative plan that captured the excitement of the competition and resonated with fishing enthusiasts.
Proof of Concept Sketch
Moodboard
Phase 2: Strategy & Approach
Studio Photoshoot
The creative started with a planned photoshoot. As the art director, I worked with our in house photography and styling team. For the shoot. Everything, from the outfit, colors, model, beard, and lighting was specifically chosen for this shoot. I also worked with our team of merchants to showcase specific products for this season.
Final Creative
Phase 3: How it went
Digital Marketing
The Giveaway
Collaborating with senior business directors and stakeholders, I led the creation of a boat giveaway, adding a powerful incentive to the campaign.
Giveaway Landing Page
Marketing Assets
For our targeting, we used different forms of targeting to connect with the right audience. For example, our mobile marketing used geofencing to target event attendees with SMS promotions, ensuring Cabela’s presence was felt both online and on-site. Social media advertisements also used targeted audiences and we used re-targeting for Google’s display ad network.
The Website
I developed and coded a dynamic, three-phase website to engage customers before, during, and after the event.
Pre-Event
A teaser page for content for the event with a focus on the giveaway that would happen during the event.
During Event
During the event, we pivoted from the live tweet feed to special tips and tricks from the sponsored athletes. Our social media team, that were at the event, were able to get the commitment from the athletes and proposed more unique and valuable content.
Post Event
At the end of the event, we highlighted the sponsored athletes and kept their videos on the page to keep generating traffic.
The Results
We hit the project goals and made some money.
A week after the event, our post-mortem revealed a staggering 500% increase in online sales compared to the previous year. Store managers in the Southeast reported a significant boost in in-store sales, further validating the campaign’s success. It was also reported that brand awareness in the region grew by 12 percent.
Key Takeaways
- Creative Impact: Bold, well-executed creative assets can elevate a brand’s presence even in niche markets.
- Cross-Channel Execution: Coordinated efforts across digital and physical spaces maximize campaign effectiveness.
- Data-Driven Strategy: Integrating geofencing and personalized content creates meaningful engagement with customers.
Conclusion
This campaign was a powerful reminder that good creative, executed with precision, drives business success. If you’re looking for a leader who blends creativity with business acumen to deliver real results, let’s connect!