Case Study
Targeted advertising, videography, and engaging social media for a niche brand
Why Protech8 Gloves choose Vab Media for their digital ad creative and brand social story telling needs
Why Protech8 Gloves choose Vab Media for their digital ad creative and brand social story telling needs
Fo the past two decades Protech8 gloves has been a market share leader of developing cutting edge fire protection gloves for a variety of uses including structural fires, wild land fire fighting and first responders situations.
Pro-Tech 8 gloves manufacturers Tech Trade, LLC wanted to publicize to their firefighter customer base that they had come out with a brand new firefighter glove called TPRG that featured new materials and the latest NFPA certification, that serves to protect the firefighter’s hands from extreme heat, chemicals, and other toxins that firefighters would be exposed to. They were planning on running a 4 month long paid digital advertising campaign that would run on respected fire industry publications such as Fire Engineering & Firefighter Nation, to reach their target audience and increase brand awareness for new products.
They were looking for a NYC digital agency that had the capabilities to bring in fresh ideas, professional graphic design, tag line ad copywriting and video photoshoot story telling. Vab Media Digital Agency was up for the challenge and was thrilled to help tell their brand’s digital stories.
Despite being experts in glove manufacturing and innovation, the fire protection gear industry is very competitive and they needed to find a way to reach their target audience of younger firefighters and fire department equipment purchasing decision makers.
Their main goal was brand recognition (because although people know the gloves, they don’t know the company) since they do not sell directly to consumers, because Fire Departments are able to make large scale purchases via their 85 worldwide distributors, so this campaign was more focused on brand lift and brand awareness compared to increasing direct sales.
Another important performance goal of the ad campaign was to raise awareness of this new glove product named Protech-8 TPR-Gold, which has several layers of fabric, such as knuckle guard, kevlar, nomax, silicon carbide and kevlar layer, and made with goat leather.
Our campaign research started with looking at some of their competitors such as Dragon Fire, Shelby and HoneyWell to see how they were describing their products.
We conducted keyword research to understand what the pain points, problems and intent behind searches related researching and purchasing firegloves. We found out that a common issue or problem with firefighters and their protective gloves is the compromise or tradeoff between having to sacrifice “glove dexterity vs thermal protection.” And we used this research to brainstorm ad copy, tagline, slogans to show that their new product solved this issue.
We wanted to help them create useful, educational content that was optimized to rank for unbranded longtail keyword search terms, such as “best structural firefighting gloves” or “types of firefighting gloves.”
Being able to help a fire protection manufacturer with content and search marketing strategies meant gaining a rapid understanding of their business first. We began by immersing ourselves in both the manufacturing and materials themselves, as well as collaborating with their in-house fire fighter and executive team to get their expert perspective, edits and review into the final articles before they were published.
We are excited to see that recently one of the articles won a “Featured Snippet” (aka “position 0”) which are selected search results that are featured on top of Google’s organic results below the ads in a special box layout.
"The best social media management team for our brand”
Working with our graphic design team we created a series of banner ads in two different formats 6 concepts (design + idea/copy), 6 designs total over a 3 month period.
Here were a few other ads themes we created for publishing.
We created a landing page for the ads from Firefighter nation. Here are the stats:
They partnered with Firefighter Nation’s Facebook account and we created a 30-second video that served as a Facebook ad with the owner speaking about the innovation of the gloves. You can see the stats below.
When the paid media campaign ended in April we pitched with continuing to manage their Protect 8 Gloves social media accounts with a specific focus on growing a number of performance metrics including such a likes, shares, mentions, reach, increased followers etc. Here is some of Protect 8 Gloves Social Media engagement Stats from 08/01/2019 – 10/29/2019.
From the beginning of August to the end of October, the attached graph shows several metrics from followers to engagement to mentions, and other metrics that we will explain here. This is all organic growth, no paid or boosted.
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