Rapid Growth: 0 to 1 Million Views in Under a Month
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The Challenge
Marketing a firearm product, without getting banned on the internet.
Targeting Americans on globally used social media platforms.
The Result
Achieving 1 million views on social channels in the first month.
Increased online sales by thousands of dollars.
Built a strong community with thousands of followers
Increased brand recognition.
What you will learn from this case study…
Why a focused content strategy is essential for niche markets
How to navigate the challenges of marketing firearm-related products
How to create engaging short-form content to drive views and sales
Introduction
This business specializes in manufacturing and selling high-quality gun holsters. Their primary target audience is Americans aged 21-55. The nature of their product presents unique challenges, particularly in marketing on the internet, where firearm content can be controversial and restricted. Additionally, the global nature of social media platforms makes it difficult to direct posts exclusively to American users.
Campaign Management
To overcome these challenges, we implemented a robust social media strategy focusing on YouTube, Facebook, and Instagram, as TikTok was not an option due to its policies on firearm content. Our approach centered around creating videos that highlighted the ease of use and utility of the gun holsters.
Content Strategy
Our content strategy was to produce short-form content that demonstrated the assembly and practical use of the holsters. This type of content resonated well with our audience, garnering the most views. Keeping the content fresh and engaging viewers to watch the content all the way through proved significant in our success.
Posting Schedule and Engagement
We maintained a consistent posting schedule, sharing 1-3 times a day to keep the content fresh and engaging. Engaging with the community was crucial in driving the algorithm and increasing visibility.
Measuring Success
We measured the success of our campaign through view count, the geographical location of views (with a focus on America), and online sales. These metrics provided a clear picture of our campaign's impact and reach.
Combatting Brand Dilution
With the high volume of creative assets produced, there was a risk of diluting our brand. To maintain consistency, we developed a brand guidance document. This ensured all marketing materials (videos, ad copy, images) were on point with our brand messaging and goals.
Proven Frameworks
To create highly effective video ads, we relied on two main frameworks:
A.I.D.A
Attention, Interest, Desire, Action
P.A.S
Problem, Agitate, Solution
These frameworks provided a solid foundation for scripting our videos, ensuring they captured attention and drove action.
Conclusion
Our tightly managed operations had a significant positive impact on the brand. Organization across all aspects of our marketing allowed us to understand the root causes of our success and double down on what worked. Maintaining strong brand messaging and using proven ad frameworks enabled us to scale effectively and achieve impressive results.
