Making an age-old sport more relevant + inclusive for new generations of fishers and boaters everywhere.
CATCHING + NOT RELEASING LOVE FOR FISHING
Take Me Fishing, a national brand stemming from the Recreational Boating & Fishing Foundation, discovered in its annual report that girls are 11% more likely to stop fishing than boys, despite almost half of all women expressing interest in the sport. At the same time, a study by Ipsos revealed that women and girls who fish show greater grit and confidence compared to those who don’t. To inspire women and girls to give fishing a second chance, we met them where they were—at school and in their closets—and turned moments of self-doubt into opportunities for empowerment on the water.
- Social Media
- Film
- Earned Creative
- Paid Media
We took advantage of eVite’s highest-traffic moment to set up fishing dates between daughters and caregivers. Custom Evite designs were inspired by the look and feel of our animated film. Integration with education gaming platform Gwoop helped us reach more than 14-million students across thousands of partner schools, using the film as a facilitator for wellbeing conversations with teachers and caregivers. Active time with the content was rewarded with custom fishing avatars.
We also partnered with sustainable design house, Retrayage, to curate “Second Catch Collection,” a fishing-inspired fashion line upcycled from an all call to teens and young women to donate clothing of insecurity that no longer served them. An integration with Teen Vogue tapped an up-and-coming designer to contribute one piece to the line with mentorship from the owner of Retrayage.
WORK THAT WORKS
Our efforts have brought 1.7M new entrants to fishing, adding $1.6B to the industry annually.
Stories through the lens of three female fishers were picked up by 1,449 outlets—generating 4.26B impressions. The integrated partnership with online platform, Gwoop, put the animated film in front of 14 million+ students—with custom fishing gear students could unlock for their avatars. And, we rekindled numerous daddy-daughter fishing outings with help from eVite
Get on Board
Fishing can feel exclusive and intimidating to starters. This campaign set out to make fishing feel accessible, proving that the water is open to everyone.
- Social Media
- Film
575.4M+
Impressions
136M+
Impressions Among Women 18–49
68M+
Impressions Among Kids 11–16
91%
Video Completion Rate
Find Your Best Self on The Water
Research shows that women who fish have greater grit, perseverance and confidence than women who don’t. This anthem inspired more women to catch these unexpected, life-changing benefits.
Off The Hook
A pop-up bait shop by the water brought America’s oldest pastime to life in a new, inviting way.
“Well, this ad in the latest issue of Vanity Fair certainly stopped me in my tracks...”
— Cindy Gallop
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25K+
In-Person Visits
233M+
Impressions
384%
Increase in Total Female-Specific Social Conversations in a Year
109%+
Increase in General Audience Impressions
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.
- Content Creation
- Earned Media
- Packaging
holey moley
An RBFF-branded miniature golf hole on the ABC game show Holey Moley put fishing in the spotlight.
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5.1M+
Impressions
18,616
Sweepstakes Submissions
123M+
Earned Media Impressions
54%+
Increase in Year-Over-Year Conversions, June 5–18
Powerful Media Partnerships
We collaborated with celebrities, cultural artists and business leaders to show how fishing has made a difference in their lives.
Complex clothing
An exclusive line of fresh fishing ’fits was created in partnership with actor King Keraun and Complex magazine to help anglers look fly on the water.
Vanity Fair
Ellie Kemper, comedian from The Office and Unbreakable Kimmy Schmidt, learned how to fish for the first time and gained a new-found appreciation for the sport. Watch the full video here.
Forbes
Entrepreneur Ty Haney shared how fishing gave her the courage to start her own company at the 2023 Forbes Power Women’s Summit in New York City.
82%
Video Completion Rate
29M+
Impressions
Buzzfeed
A BuzzFeed partnership led to a content series that took water-weary influencers fishing for the first time.
10M+
Impressions
0.32%
CTR (4.2x higher than BuzzFeed’s benchmark)
Hypebae
Cultural artists Kenzy McGruer and Olivia Cheng shared how their work was inspired by fishing.
24M
Impressions
11K
Engagements
Experiential Trip
We hosted seven female reporters for a fishing and boating trip in Bozeman, Montana, where we shared research and created opportunities for attendees to experience the benefits of fishing and boating for themselves.
“A genuine feeling of camaraderie and lightheartedness set in quickly with this group. I was reminded of how good it is to get to know other women in this type of setting. We laughed, learned how to cast and applauded every person every chance we got.”
— Katherine Englishman, Freelance Writer
2M+
Impressions
40+
Added-Value Social Posts