With a strong creator program from quarter to quarter, we are able to build a scalable and sustainable approach for this campaign so Byrna could achieve great reach in their desired niches. We were able to secure 2 additional creators and 6 additional posts to increase engagement and frequency of posts in this quarter. The influencers activated in this campaign were passionate about the product and its uses and were able to connect authentically with the audience, yielding higher than expected engagement and furthering brand awareness.
- Solutions
How NeoReach helped Byrna increase awareness of their non-lethal personal protection devices.
10
Creators Activated
26
Total Content Placements
331K
Total Impressions
22K
Total Engagements
Phase 1
Grow brand awareness
Byrna is a Massachusetts based manufacturer and distributor of non-lethal weapons. Their goal is to help others achieve personal safety, empowerment, and peace of mind. Byrna manufactures and sells non-lethal personal security devices, launchers, and munitions.
Byrna reached out to increase brand awareness around non-lethal personal protection and security devices with a focus on their Byrna SD and Bad Guy Repellent products.Phase 1
The Team
Katherine McLean
Senior Account Manager
Becky Urban
Campaign Operations Manager
Carrie Hein
Head of Campaign Operations
Phase 2
Phase 2
The Strategy
The goal of this campaign is to increase awareness as a whole around non-lethal personal protection devices and specifically promote Byrna’s products and advantage in this space.
Influencer Activation
As we worked to meet Byrna’s goal, we looked for creators who worked in real estate, travelled, seniors, or anyone who regularly participated in activities alone. We planned to activate 8 creators with a wide range of follower counts spanning both micro and mid tier creators, planning that each creator could post 1 Reel and 1 Story each, with all Stories containing a link taking viewers to the Byrna website. We were able to activate 10 creators meeting this criteria.
Choosing a Platform
We chose Instagram as the platform for this campaign. Creators were able to post both Reels and Stories for their audience to see. Additionally, Instagram was more conducive for the goal as TikTok has strict rules about arms on their platform.
Creator Content
View this post on InstagramView this post on InstagramView this post on Instagram
Creator Cast
Joe Anglim
133K Followers on Instagram
Michelle Young
100K Followers on Instagram
Chloe Jade
114K Followers on Instagram
Sammy Seles
51.2K Followers on Instagram
Phase 3
Numbers are in...
330K+
Total Impressions
10
Creators Activated
26
Total Content Placements
331K
Total Impressions
22K
Total Engagements
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