DFNDR Armor was faced with a unique problem, 20+ years of experience in developing lightweight ballistic protection for the military but relatively unknown outside of the government.
With a mission to protect the good, we found a way to get the most advanced armor in the world on the bodies of the men and women defending what we value most.
We developed a marketing strategy that worked from purpose through beliefs and out. Content strategy and editorial themes that allow for deep storytelling and brand building at its core. We coupled a responsive e-commerce website build with engaging photography and informative motion graphics behind the science of the best defense.
A robust performance marketing campaign was paired with email and social for complete tracking through our funnel. Furthering the brand with long-form content through a curated influencer network, we brought thought leadership in the space to a whole new level.
Taking consumer insights to the drawing board to create new product categories in both munitions protection and ergonomic carrier systems. DFNDR Armor arrived on the scene, expanded globally, and measured success.
Team:
John Montgomery - Chief Marketing Officer
Johnny Ciotti - Creative Director / Marketing Strategist / Photographer
Michael Grgas - Art Director
Southern Made - Web Development
Jeff Levine - Motion Graphics
Ivanna Jackson - Graphic Designer
James Chung - Performance Marketing
Jon Pears - Cinematography
Chase Wilson - Photographer
John Kingston III - Photographer
Agency:
Good Lab Media