Using hyper targeting to launch the most accurate fly rod ever made.
Fly fishing advertising is dominated by print and long form video. To launch the H3, we went a different direction. Because most fly fishing buying decisions are made at the point of purchase, we created an eye popping digital and social campaign targeting rod shop owners and dealers. Word spread before the H3 even hit stores, creating consumer demand without any direct consumer advertising.
PHOTOGRAPHY: TOM CORBETT