Archery 360


Bows and arrows are back. To help the Archery Trade Association cultivate a new generation of young archers, we developed an “always on” digital campaign, amplified with a strategic paid media approach. Archery 360 is an ever-growing content hub that connected a community of over 160,000 young men and women, spurring a lifelong passion for the sport.

Archery 360


Bows and arrows are back. To help the Archery Trade Association cultivate a new generation of young archers, we developed an “always on” digital campaign, amplified with a strategic paid media approach. Archery 360 is an ever-growing content hub that connected a community of over 160,000 young men and women, spurring a lifelong passion for the sport.

Challenge


The Archery Trade Association came to us with a unique public relations challenge: build a new generation of young archers throughout the United States. But how do you inspire teens and tweens that live online to head outside and pick up a bow and arrow? Target them on their turf: the digital space.

Insight


Thanks to blockbuster movies like The Hunger Games, the ATA could capitalize on a unique pop culture trend where archery takes center stage in their target audience’s favorite films and TV shows.

Execution


Intensive research and online focus groups informed the development of a digital pr campaign to connect teens to each other, and resources that inspire archery adventures. Our content marketing program included a website, shareable graphics, video, and resources to get started in the sport.

Impact


Fan growth

Advanced targeting on Facebook helped build an active, engaged community.

Video views

A YouTube influencer marketing strategy delivered TV-level exposure at a fraction of the cost.

Ongoing Work

We engaged in a social media content marketing program for four years, and have evolved our strategy to help the association drive sales using a strategic paid marketing campaign.

Work