Shooting Sports Social Media

As a leading brand in the ammunition category among hunters, Winchester Ammunition was primarily focused on a singular hunting demographic. Knowing there was an untapped audience motivated by shooting sports, HLK capitalized on an opportunity to establish Winchester as a brand leader with an emerging segment.

To target this new audience via social media, HLK developed a social strategy that identified the right audiences, mined their interests and motivations, and provided value to them through social content while leveraging influencers in the category to provide greater visibility. Looking beyond demographics to interests, our recommendation was to split Winchester into two accounts: a legacy Winchester account and a Winchester shooting sports account. To date, Winchester has seen an impressive 136% increase in engagement rates and an outsized share of previously untapped followers.