Bushnell Trail Camera CelluCore Live Campaign

Campaign Objective:

Increase brand awareness of Bushnell’s CelluCore Live line of trail cameras through influencer marketing on social media.

Background:

Bushnell, a leading name in outdoor sporting optics and equipment, sought to leverage social media influencers to connect with outdoor enthusiasts and hunters. Their goal was to raise awareness of their trail camera product line, highlight its unique features (such as high-resolution images, live streaming, and dual band service), and drive both product sales and customer engagement.

Strategy:

Direct Influence identified several types of influencers who were closely aligned with Bushnell's core audience: Bow hunters and hunting content creators with a focus on whitetail hunting. The strategy was to create authentic, user-generated content that would showcase the capabilities of Bushnell's trail camera in real-life settings. The campaign would feature influencers testing out the cameras, sharing their experiences, and demonstrating the ease of use and quality results on platforms like Facebook, Instagram, and YouTube.

Influencer Selection:

Direct Influence partnered with micro-influencers within the outdoor space, including:​

1. Outdoor YouTubers who review gear.

   • YouTube Videos: Longer, more in-depth reviews, including unboxing, setup, and test footage of wildlife captured on the cameras. Influencers shared their personal stories about how trail cameras enhance their scouting.​

2. Micro-influencers with engaged niche audiences who focus on wildlife conservation, bow hunting, and land management.​​

   • Instagram/Facebook Stories & Posts: Influencers showcased the cameras in the field, explaining how to set up and use them. Many influencers included behind-the-scenes content of their scouting, giving followers a glimpse of their experiences.​

     • Educational Content:  Influencers produced educational content, such as tips for setting up trail cameras, the best locations to capture whitetails during daylight, and how to maximize camera features for different environments. This content positioned Bushnell as a trusted resource for whitetail hunters.

Guidelines:

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Results:

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Conclusion:

The campaign was a success in achieving its primary objectives of increasing brand awareness through a combination of product demonstrations, influencer reviews, and educational content.  The campaign’s use of micro-influencers also provided a high level of engagement and authenticity, driving both immediate sales and long-term brand loyalty.

Key Takeaways:

• Authenticity is key: Influencers who used and genuinely enjoyed the product created authentic content that resonated with their audiences.

• Community-driven engagement via branded hashtags and user-generated content fostered lasting engagement beyond the campaign period.

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