Making an age-old sport more relevant, exciting and inclusive for new generations of fishers and boaters everywhere.
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.
136M+
Impressions to Women 18–49
68M+
Impressions to Kids 11–16
91%
Video Completion Rate
“Well, this ad in the latest issue of Vanity Fair certainly stopped me in my tracks...”
— Cindy Gallop
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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
take_me_fishing
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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.
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.
Hypebae
Cultural artists Kenzy McGruer and Olivia Cheng shared how their work was inspired by fishing.
24M
Impressions
11K
Engagements
Off The Hook
A pop-up bait shop by the water brought America's oldest pastime to life in a new, inviting way.
25K+
In-Person Visits
233M+
Impressions
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
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
holey moley
An RBFF-branded miniature golf hole on the ABC game show Holey Moley put fishing in the spotlight.
5.1M+
Impressions
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.
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)