Rinck’s challenge for the 2022 campaign refresh was to continue to position Maine Department of Inland Fisheries and Wildlife (MDIFW) as experts and educate and engage the public on steps we all can take to protect Maine and its wildlife.
This was a campaign refresh, so the challenge was to continue to position MDIFW as experts and educate the public on steps we can all take to protect Maine and its wildlife.
The campaign focused on non-consumptive users and new-Mainers, targeting them with fun, informative videos from actual wardens and biologists (aka the experts).
We added an experiential tour that allowed us to bring the Keeper Experience to the places where people were enjoying the Maine outdoors. We also created physical Preparedness Kits and a Kids Activity Passport.
Through Search, OTT TV, programmatic video, radio, TikTok, YouTube, and META platforms, we gained 6M impressions and 64,000 clicks to the website, quiz, and newsletter sign up.