MEDIA BUYING CASE STUDY SILENCER CENTRAL
Our Briefing
Over the course of 2021, Silencer Central increased the number of suppressors it carries and expanded their Banish line. With a continued emphasis on customer service, increased availability of suppressors, and new purchasing options, Silencer Central needed an integrated approach and campaign that drove brand awareness and purchasing education.
Insight
We knew that the launch of eForms would enable us to reach a wider target for Silencer Central audiences, but we needed to position Silencer Central as the expert in the suppressor market. The ease of the procurement process from Silencer Central provided a great deal of credibility, but the audience still needed to be reached.
The Solution
We combined our media planning/buying knowledge and reach, our PR planning and relationships, and our ambassador management responsibilities to integrate plans and maximize impact. This would build awareness and product understanding that would later be converted into purchases.
OUR EXPERIENCE
To reach Silencer Central’s core market, we put together a comprehensive media campaign, PR push, and ambassador lineup. This was supported by ad and content packages within endemic media, where we could leverage our buying power to increase impressions and value-added opportunities throughout the campaign — all focusing on the consumer.
THE RESULTS
Within the first quarter:
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Website traffic increased by 30%, with 15% being new users
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Transactions rose by 20%
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43% more impressions were delivered
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CPM dropped by 12%
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Purchases increased by 20%
The Conclusion
This campaign demonstrated how a strategic, integrated approach can effectively position a brand as a category leader — not just in product availability, but in customer education and ease of experience. By aligning media buying, public relations, and authentic voices through ambassadors, we helped Silencer Central not only reach more customers but also convert interest into measurable growth. The results speak for themselves — and lay the foundation for continued expansion and consumer trust in a highly regulated and competitive market.