The challenge for the 2022 campaign refresh was to continue to position MDIFW as experts and educate and engage the public on steps we all can take to protect Maine and its wildlife. COVID precipitated a need to ramp up education and engagement as Maine saw an increase of new population to the state. The new campaign continued to build on education – how to enjoy outdoor recreation safely and responsibly – while educating Maine residents (new and old) whose lives overlap regularly with wildlife in their own back yard.keeperofthemaineoutdoors.org
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The campaign came to life through an integrated tactical approach. With the website being the main hub for information about Keeper, we launched a Keeper audio and video “Sound Good” campaign on Search, OTT TV, Programmatic Video, Radio, META Platforms, YouTube, and TikTok. The paid media approach was complemented with an experiential tour that allowed us to bring the Keeper Experience to the places and spaces where people were enjoying the Maine outdoors. Through education and immersive elements (Preparedness Kits and a Kids Activity Passport), we were able to interact in-person with thousands of Mainers and educate them about the importance of being a Keeper of Maine.
This was such a creative and dynamic campaign and we’re really excited to see our work recognized by the Davey Awards. The way the Rinck Team took the idea and not only came up with a fun idea, but one that really delivered on what we needed it to do, was remarkable.
— Emily MacCabe, Maine Department of Inland Fisheries and Wildlife
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