Savage Arms

Our Briefing
Savage Arms is one of the most popular firearms manufacturers in the world. In 2010, Savage launched the Axis, an affordable, entry-level rifle platform. One of Savage’s top-selling products, Axis has become one of the most widely purchased rifle platforms in the United States.
In 2024, Savage redesigned the Axis with Axis 2, a revamped version of the Axis with improved feature sets, but still at an affordable price. Savage needed to launch Axis 2 with as much momentum and awareness as created by the original Axis while showcasing that this new version of the Axis is, although still affordable, a step up in quality.
The Ask
To bring Axis 2 to the market, Savage asked Murray Road to create a full-scale product launch content plan that dovetailed cohesively into social media, public relations, and media buying. This product launch plan involved the creation of overall campaign messaging, all launch video assets, media member content assets, and print/digital ad designs.

Goals and Objectives
- Create immediate social media chatter and awareness for the new Axis 2
- Utilize photo and video content to generate immediate editorial and influencer coverage
- Push consumers to the Savage website to learn more and garner more purchase intent for the Axis 2
- Establish Savage’s authority over the affordable/entry-level rifle market through messaging focused on quality and American ingenuity

Insight
The market for entry-level rifle platforms is crowded and very competitive. To set Savage apart, content and messaging needed to be distinguishable and informative. To win consumers over, Savage needed to show and explain WHY Axis 2, at the same price, is better than the competitor’s product.
The Solution
We executed photo/video shoots in the studio and field to create additional video launch assets and product/lifestyle photography for website, social media, and print/digital ad use. This also included 15, 30, and 60-second pre-roll videos.
The Results
Pre-launch, our team delivered 12 strategic video assets for Savage to accompany the launch. Within the first 2 days of launch, this content had 25,700 social media views.
From the factory media event, our team also helped to produce over 6 videos that were published by the various editorial outlets in attendance. Photography we captured during the event was also utilized in over 5 different specific pieces of coverage. Within 7 days of launch, views from the videos we produced for media resulted in 90,000+ views and impressions from associated coverage had a potential reach of 1,271,470.
The Conclusion
Murray Road utilized aggressive messaging with specific content strategy and creative production methods to produce new product launch content for the Savage Axis 2 that dovetailed cohesively into editorial, social media, and media buying efforts. This approach led to a completely coordinated product launch with controlled messaging, and consistent branding, and allowed us to accomplish the goals and objectives set before launch by Savage, both by the numbers and wholisitically.