The Gillz performance gear brand is superior to many others, but not many anglers knew it. We set out to change all that with a brand overhaul, including the creation of a brand anthem video, PPC banner ads and social media campaigns. The brand book staked our claim in the fishing apparel market and established a rallying cry all stakeholders could understand. The goal of our campaign utilizing banner ads, Facebook and Instagram were twofold; generate sales at the brand’s e-commerce website and build brand awareness. We incorporated all the latest Facebook and Instagram ad formats, from single image to carousel to slide show to video ads. We went to the media and platforms our most likely customers and brand advocates were engaging with. We introduced new styles and colors, the features and benefits, as well as special offers and sales. We also ran traditional ads in enthusiast magazines as well as reaching our market through email blasts and e-newsletters. We were able to provide Gillz with a real brand identity, something they had been lacking. The result was a massively increased brand awareness, providing a significant sales lift and increased footprint in existing and new retail partners.