Client

Fish & Game New Zealand

Work

Advertising Campaign Strategy, Brand Design, Web Design, Content Creation, Event Design, Social Media, Video Production

Brief

Fish & Game are well known about New Zealand, but not necessarily for all their amazing work. The requirement was to create a campaign to boost their public recognition for their extensive environmental and species management work. Emphasise their role beyond issuing licenses and tap into shared kiwi values.

This was part public awareness campaign and part passionate call for endorsement.

A laptop displays a website with a headline "We're rewilding Aotearoa" and an image of a person fishing at dusk. The website has menus for Competitions, About, and Activities.
Two stacks of promotional cards on a textured surface. One stack features an image of a silhouette of a person fishing with the text "We're rewilding Aotearoa," and the other with #ReWild and a QR code.
Four smartphones display Facebook posts from Fish and Game New Zealand, featuring messages about conservation, wildlife protection, and a photo contest.
Banner promoting Fish & Game's rewilding campaign with the text "We're rewilding Aotearoa" and a website link. Image shows a person fishing at sunset.
A flyer titled "We're rewilding Aotearoa" lies on some greenery near a body of water. It features an image of a person in nature with mountains and water in the background. The flyer promotes conservation efforts and includes a QR code for more information.
Two images promoting nature conservation: one of a mountainous landscape with the text "Ensure our wild places stay wild," and another of a person fishing at sunset with the text "Angling heaven.
Several pages of a brochure titled "Kia ora and Haere mai" with text and images showcasing environmental conservation efforts, including statistics and objectives.
A billboard with the text "We're rewilding Aotearoa" and a web address rewild.fishandgame.org.nz, set against a background of trees.
A person holds a Campaign Launch flyer while a "We're rewilding Aotearoa" poster is displayed on a wall in an office with two black chairs. Both documents feature a silhouette of a person fishing at sunset.
Two vertical banners with the text "We're rewilding Aotearoa" display images of a child with a fishing rod and an adult fishing at sunrise. Both banners include a QR code and the hashtag #ReWild.
Sign featuring a person fishing at a lake during sunset with the text "We're rewilding Aotearoa" and a website link: rewild.fishandgame.org.nz.
Two black t-shirts with #ReWild campaign slogans. The shirt on the left reads "Fish & Game New Zealand" with a website and #ReWild. The shirt on the right reads "We’re rewilding Aotearoa #ReWildYourself.
Black background with white and orange text. "Campaign impact" is at the top beside a dartboard and arrow icon. Results: 266,000 video views, 6.4 million ad impressions, 195,000 new Instagram users, broad support, 8,300 unique website visits, 51% Facebook ad completion.
A laptop screen displaying a website shows two people standing side by side and smiling. The website features a banner that reads "We're rewilding Aotearoa" along with the hashtags #ReWild. The people are wearing shirts with similar branding related to Fish and Game New Zealand.
The objectives

Inspire Kiwis to embrace the outdoors and connect with nature.
Share their #ReWild stories while enhancing awareness of Fish & Game beyond just licensing.

The goal

We planned a campaign to boost Fish & Game’s public recognition for their extensive work, ensuring Kiwi’s endorsed it too. It would emphasise their role beyond simply issuing licenses while to tapping into shared kiwi values.

The process

Our campaign idea was to invite the public to join a journey of stewardship, rejuvenation, mahinga kai (food-gathering), and hauora wairua (spiritual health). “Love the wild? Give it some aroha. ReWild yourself to ReWild Aotearoa.” A key component was the engagement of regional organisations to post on their Facebook and Instagram pages with the #ReWild tag included.

The deliverables

The broad campaign rollout included:

Paid and organic media: Facebook, YouTube, Stuff, The NZ Herald, Instagram

Print and online collateral: campaign video, posters, billboards, banners, selfie wall, t-shirts, vehicle signage, invitations, and website with quiz

News media with Dame Lynda Topp: Newshub, TVOne News, RadioNZ, NewstalkZB, Otago DailyTimes, The Press

Outcome

Fish & Game liked the look of the campaign so much they updated their existing website to match!

Results for: All channels

We were very excited with the statistical results:

Over 6.4 million impressions on our ads across all the channels. 

Comparing this to the advertising budget, we achieved at least 1 million more impressions than expected from a typical campaign in this industry.

Results for: Youtube and URL

These statistics were impressive too:

8,300 unique website visits were recorded over 11 weeks covering the Xmas holidays. They still keep coming today.

There were 266,000 completed Youtube views. This was a 92% completion rate, well above the  industry benchmark of 80%.

Results for: Facebook and Instagram

Social media statistics blew past industry norms:

We gained 195,000 new Instagram users, and kicked a previously unused account into life.

51% of Facebook video ads were watched to completion. The industry benchmark is 30%.