Byrna Non-Lethal Personal Protection Campaign

Byrna needed broader awareness for its Byrna SD launcher and Bad Guy Repellent products among people who prioritize personal safety, in a category where platform content policies restrict where weapons-adjacent products can appear. TikTok's rules on showcasing weapons ruled it out, so the campaign had to run on Instagram and reach people with a concrete situational need rather than a generic safety audience. NeoReach worked from the view that people act on safety messaging when it comes from creators whose daily situations mirror their own, rather than from category advertising.

NeoReach matched ten micro to mid-tier Instagram creators to audience segments with real personal-safety contexts, real estate professionals who meet strangers alone, frequent travelers, seniors, and people who regularly spend time alone. Each creator posted one Reel for reach and one Story for direct response, with links directing viewers to Byrna's website, for 26 content placements in total.

Pairing a Reel with a Story per creator covered both awareness and click-through from a small roster, and organic creator content offered a route around the paid ad classification friction self-defense brands face, an issue Byrna has separately raised with Meta in public. Content ran on Instagram. NeoReach reports 331K impressions and 22K engagements, an engagement rate of roughly 6.6 percent calculated against impressions rather than reach. No independent source mentions the campaign, click-through and sales data are undisclosed, and at this absolute scale the results should be read as directional.