Case Study

Brand: Byrna HD (Home Defense)

The Byrna HD (Home Defense) is a compact non-lethal personal security device developed by Byrna Technologies Inc. (OTCQB:BYRN). The Byrna HD shoots .68 caliber projectiles that are filled with a powerful chemical irritant. The projectiles are designed to burst upon impact and disperse a cloud of powerful pepper, PAVA and tear gas powder.

Challenge: 

Launch Byrna brand and their line of non-lethal HD kits nationwide within
a category that is heavily scrutinized due to its sensitive nature.

Strategy

  • Use cross-device display advertising, along with behavioral, contextual and keyword targeting tactics.
  • Develop ads both with and without images of the weapon to test effectiveness of each.
  • Develop messaging for consumers at different stages of the funnel to drive conversions.
  • Use proprietary software to help identify new audience segments.

Results

  • Increased sales 2x – 3x within first 2 months of advertising.
  • Identified new audience segments, allowing us to expand audience testing and further scale campaign.

Direct-to-Consumer Media Agency:

TV – CTV – Digital – Radio