With a strong creator program from quarter to quarter, we built a scalable and sustainable approach for this campaign, so Byrna could achieve great reach in their desired niches. We secured two additional creators and six additional posts to increase engagement and frequency of posts in this quarter. The campaign influencers were passionate about the product and its uses. Overall, these influencers connected authentically with the audience and yielded higher-than-expected engagement.
- 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. They aim 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, focusing 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, traveled, seniors, or people who regularly participated in activities alone. We researched and found eight micro to mid-tier creators who could post one Reel and one Story, each with personal accounts that redirected viewers to Byrana’s website. We successfully found ten creators who met this criteria.
Choosing a Platform
We chose Instagram as the platform for this campaign. Creators could post both Reels and Stories for their audiences. Our strategy remained on Instagram as the platform was more conducive to our goal. At this time, TikTok had strict rules about showcasing weapons on its 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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