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Project Roles:
Creative Director, Designer
Skills:
Art Direction, Concepting, Content, Creative Direction, Design, Storyboarding
Campaign Awards:
2018 Silver Arrow for an Organizational Identity Campaign
Results:
Reached more than 475,000 unique individuals on social
17k+ new subscriptions to the MDIFW newsletter
4k new Facebook likes
9k new Instagram followers
Problem:
Lack of Maine Dept. of Inland Fisheries and Wildlife awareness with the general public (non-hunters/fishers) in Southern Maine.
Solution:
Using a comedic approach, we develop shareable content built around our character “Todd”. Todd is a know-it-all but he is also a knows-it-wrong kinda guy. We bring the IFW warden’s and biologists in to help Todd get the facts straight when it comes to being a “Keeper of the Maine outdoors”. This helps to position IFW as the expert in every scenario as well as educate the public about what they do. We ran this campaign on social media and held events around being a Keeper of the Maine Outdoors that featured our Biologist and Warden that they could meet and ask questions with. We also had MDIFW employees geared up with badges that they could hand out to people for "surprise and delight" who were dressed in proper gear, taking care of the Maine flora and fauna, anything that made them stand out as a "Keeper of the Maine Outdoors."
Result:
The social campaign was a big success with tapping into an audience that MDIFW hadn’t been able to reach quite yet. By producing a campaign that educated the general public in a fun, yet smart way, they were able to gain thousands of new contacts, shares, impressions, and likes to continue to reach out and build brand awareness.