Liberty Safe ยท Retail
Banned from Facebook. Seen 6M times.
The problem
Facebook banned ads for their whole category.
In 2016 Facebook banned gun and ammunition sales and related promotion on its ad platform. Liberty Safe, a national gun safe manufacturer, could no longer promote its core product on one of the largest ad platforms in the world, and still had to reach buyers and drive sales.
What we found
No guns on screen. No problem.
We could not show or mention firearms, and we did not need to. Humor and a character people wanted to share could carry the product message and stay inside the rules.
What we built
Then we went and built it.
Randy, the Safe Guy
A character-driven comedy video that sells secure storage without showing a single gun.
A viral launch
The video spread across Reddit, Digg and WorldStar Hip Hop and started new conversations about gun safety and storage.
Four more national campaigns
Each one built on Randy, from "So safe, it's exhausting" to a spot on locking up medication.
The work
What it looked like.
The work on screen
See it for yourself.
The result
Front page of Reddit
6M+ views and a Silver ADDY, and the campaign led to the national account.
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