Academy Sports + Outdoors
Academy sought to drive awareness of its private label products, but it didn't help that their product offering wasn't nearly as robust as they thought it needed to be in order to compete in the hunting and fishing categories. That, and their internal PR team didn't have the resources available to build relationships with media in the field and stream space, so securing coverage for their private label products was proving to be a challenge.
THE CHALLENGE
Secure coverage and drive awareness of Academy Sports+Outdoors private label hunting and fishing products.
OUR SOLUTION
Turn to media events to take advantage of ASO's low brand awareness and regional footprint.
the RESULTS
Gunpowder planned and hosted a series of "Cast & Blast" events, in which members of the media were brought along on fun and informative fishing and hunting trips where they experienced Academy Sports+Outdoors private label products first-hand.
These events encouraged media members to consider coverage brands beyond the big name-brands anglers and outdoorsmen and women have come to know. Trips to Houston and Uvalde, to the Texas-Mexico border and on down to Florida have constantly evolved to offer more to Gunpowder's friends in the media, and have resulted in dozens of placements with millions of impressions.
