SAVAGE ARMS

A Rebellious Product Launch Patterned to Win

Spotting an entry into a crowded field, Savage turned to us for an integrated omni-channel campaign to drive awareness and create demand.

With 125 years as a brand, Savage Arms is one of the largest manufacturer of firearms in the world. That much expertise has shaped their product development strategy to the point where they don’t enter a market unless they truly believe they’ve developed something better for the consumer. Spotting an entry into a crowded field, they used their Better Comes Standard brand promise to develop the Renegauge—a workhorse autoloader flush with smart features and a fresh attitude.

hunter with a duck whistle
hunter with a duck whistle

Campaign Insight & Idea

We knew the campaign would have to stand out to catch the attention of media, dealers and hunters conditioned to reach for anything but Savage Arms when it came to shotguns. That challenge led us to the campaign’s core emotional insight: every hunter gets to their destination on a different path, what unites them is a rebellious spirit that they always know the best way to get there. That’s the Renegauge way. Not following others, but rather flying true to how you do things and see the world.

The campaign and renegade mindset launched in a big and bold way, too, in SHOT Daily — the largest publication of the largest firearm trade show in the world. Thereafter, unique print and digital was targeted to all three.

rotating gif of the catalog
hunters in camo
hunters in camo

How its Connected

After developing a comprehensive demand creation plan that would launch the shotgun in the market we set out finding hunters who carry a driven, rebellious spirit. Using our extensive experience and network of outdoor enthusiasts, we put together an experiential production that tripled as an influencer documentary shoot, broadcast shoot and press trip—all in one location.

:30 BROADCAST

We pushed the newcomer into the spotlight with high-impact broadcast TV.

:15 FILM TRAILER

We made a short film capturing the renegade spirit, and built hype with a trailer.

:10 PRODUCT TEASE

And we let the world know that something big from Savage was coming.

“…it’s an impressive debut—Savage seems to have thought of everything.”

-FIELD & STREAM

Results & Momentum

Following a buzzworthy launch at 2020 Shot Show, the Renegauge campaign earned Savage a differentiated spot in a market of established players. Sales forecasts are strong within dealers and the Renegauge landing page has become a top-visited page on SavageArms.com.

news article of the campaign
hunters in camo with their kills
hunters in camo with their kills
hunter eyeing up a shot
hunter eyeing up his shot

Key Findings

Following a buzzworthy launch at 2020 Shot Show, the Renegauge campaign earned Savage a differentiated spot in a market of established players. Sales forecasts are strong within dealers and the Renegauge landing page has become a top-visited page on SavageArms.com.

8.8M

PR IMPRESSIONS

24%

OPEN RATEs IF 24%, 2ND HIGHEST OF 2019

FIRST 12 HOURS

31K NEW PRODUCT VIDEOS IN FACEBOOK & INSTAGRAM

FIRST 2 DAYS

25K VIDEOS ON "FLY TRUE" DOCUMENTARY VIDEO

Related Case Studies

WORK WITH US

Ready to shift into high gear?