When the innovative Twin Troller fishing boat hit the market 10 years ago, it caused a stir among small water fishermen. Quiet, hand-controlled electric trolling motors in its double hull gave the vessel stability and exceptional maneuverability, even in shallow water. But sales had flattened out and begun to dip, so parent company Freedom Electric Marine called on The Bloodhound Group to develop an integrated campaign to reenergize awareness and interest.
After only six months, the campaign generated sales that exceeded the total for all of 2019, doubling average website traffic.
The Bloodhound Group began by conducting consumer insight research that led to a new brand strategy for the campaign focused more on emotion than features and benefits. The theme: “The joy of the fishing experience.” Elements included email blasts, digital banners, video testimonials and sponsored social media.
“Relaxing and enjoying nature and solitude on the water were cited most often in the research as the reasons Twin Troller owners love fishing,” says Ann Wilson, Bloodhound Group brand strategist. “The campaign engaged prospects emotionally and, coupled with tight media targeting and optimization, established a preemptive position for the Twin Troller as the boat best engineered to maximize fishing satisfaction and success.”
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