Bulletproof Junior is an e-commerce site selling children's bulletproof vests. The vests featured on the site are stylish and include unique features that are custom-tailored to multiple age ranges.
There’s only one catch: none of the products are available for purchase.
Instead, when a user clicks “Buy Now”, a pop-up appears revealing the true purpose of the site: contacting legislators to demand gun reform.
The user is prompted to input their zip code, generating a pre-written tweet addressed to their state’s senators. The tweet explains that the user’s vote relies solely on actionable change being taken towards gun reform.
Users are also able to follow links to donate to March For Our Lives, register to vote, and even find local centers to give blood through the site’s account page.
We hook the user with their initial outrage, then allow them to channel those feelings in an impactful way.
From start to finish, we developed the entire campaign in 22 days, just in time for our March 22 launch, two days before the March for Our Lives protest in Washington, D.C.
After the launch, we promoted the site through our social media channels in hopes of it catching people’s attention and garnering organic traffic. We also used Google Adwords with eye-catching titles to expand our reach.
The press caught on quickly and Bulletproof Junior was featured on Adweek, Fast Company, and the Creativity section of Adage all within the first few days it was live.
We continued to promote the site via social media (Twitter and Instagram) during the March for Our Lives protest in Washington D.C. and the response was overwhelming.
The campaign was shared across 87 Countries, earning 90K impressions and 11K unique visitors in the first 5 days. The average user spent 70 seconds on the site, indicating that they truly explored all that the site had to offer.
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