+ Indiana DNR

The Indiana Department of Natural Resources was looking to maintain its revenue stream in 2024. The revenue from fishing licenses provides significant funding for the Indiana DFW’s (Division of Fish & Wildlife) work in the state. To maintain and grow that funding stream, the DNR needed to drive female angler fishing license renewals in 2024. Gaining new licensees was not the only goal, however. The DNR also needed to reduce the 2024 churn rate of 18-34-year-old resident female annual fishing license holders to less than 55%.

Solution

MKR created the Renew Yourself campaign to specifically target female anglers. The campaign was targeted to increase 18-34-year-old resident female annual fishing license holders by 13% (to over 33,000 anglers).

The creative campaign focused on a sense of renewal for anglers. Renewal can mean many things. It goes beyond the act of extending a fishing license. It’s also about giving fresh life or energy — reinvigorating something vital within yourself and the ad creative reflected that.

Outcome

Engagement on Google Search was among the highest we’ve seen, reaching as high as 80% on branded keywords such as “Indiana fishing license” and “DNR fishing license.” What’s more, both engagement and click volume continued to increase throughout the entirety of the campaign, suggesting a longer flight time may have further improved results. We also noted a clear cycle of increased weekend activity – future campaigns may benefit from a dayparting strategy that allows for increased spend during these high-volume periods.

41.64%

1,392

increased Reach

clicks generated from branded and non-branded search queries.

+ Video

+ Social