Sportsman’s Guide
Project
Organic Social
Role
Content Strategist + Creator, Team Lead
Sportsman’s Guide is an outdoor sporting goods e-retailer, carrying top-quality fishing, hunting, camping, and military surplus gear. With a stagnant organic social media presence across all channels, there was a pressing need for a new approach. Leveraging the power of video storytelling, I made short-form video content the foundational pillar of our new organic social strategy.
Within my first three months, organic social media content performed better by all metrics—views, reach and engagement grew over 1000% on TikTok, with a reached audience of over half a million and engaging with over 25,000. On Instagram, our audience reach grew over 1000%/735,000 users and over 700%/26,000 content interactions.
Shelter Series
We created a series to entertain and inform our audience about one of our military surplus shelters. The strategy was to incorporate humor and show that despite the unavoidable truth that these tents are miserable to erect, they're ultimately worth the effort. We reached a new military/ex-military audience on TikTok that found our pains quite relatable. These are some of our top-performing videos to date.
Total Organic Metrics
Impressions: 242K
Reach: 212K
Engagement: 4K
Shares: 500
Saves: 283
Influencer Partnership
Travis Frank, an expert angler, hunter, and outdoorsman, is an influencer partner of Sportsman's Guide. He took the social media team out on Lake Waconia for a two-hour fishing excursion to capture a variety of social video and photo content. Our strategy was to tap into his extensive fishing knowledge (having him share tips, favorite lures/gear, fishing stories, etc.) and to get purely entertaining fishing videos.
Total Organic Metrics
Impressions: 56.4K
Reach: 55K
Engagement: 1.6K
Shares: 37
Saves: 24
iCast 2024
iCast is the largest fishing trade show in the world. This year we had a social-first approach—this meant everything was filmed vertically, intended for short-form videos, and edited to be as condensed and engaging as possible. To maximize reach, we made collaborative posts with brands and people we work with, posted timely stories throughout the day, and used tagging and hashtags to be seen by users consuming iCast content online most effectively.
Total Organic Metrics
Impressions: 1.3M
Reach: 1.3M
Engagement: 37.4K
Shares: 5.2K
Saves: 3.9K
Military Surplus
Legend has it that Sportsman’s Guide is the largest military surplus retailer in the U.S. With our massive inventory of products, from barrels to machetes and prison uniforms, I started a series of higher-production videos to highlight our unique offerings. I produced the videos from beginning to end, including script writing/editing, shot-listing, location scouting, shooting, directing, editing, SFX, VFX, and all of the logistics and planning required of each shoot.