Digital Transformation & e-Commerce Growth
Safariland
In partnership with digital strategist Shane Ruiz, FPW Media worked with Safariland Group—a global leader in safety and survivability products—to deliver a comprehensive overhaul of the brand’s online presence. Over a four-year period, FPW and Shane collaborated on the launch of Safariland’s current brand website, the development and execution of a full-scale e-commerce growth strategy, and the expansion of the brand’s social media presence. Together, we unified Safariland’s digital channels, enhanced customer engagement, and significantly increased online sales, positioning the brand for sustained growth in the competitive tactical and law enforcement markets.
THE SCOPE
- Website Development & Launch
- E-Commerce Strategy & Optimization
- Digital Marketing Campaign Execution
- Social Media Growth & Engagement Strategy
- Performance Tracking & Analytics
UNIQUE ASPECTS
- Successfully navigated the complex compliance requirements of the heavily regulated firearm accessory industry—developing creative, campaigns, and targeting strategies that achieved sustained delivery, broader reach, and improved ROI while remaining fully compliant
- Balanced creative storytelling with technical execution to produce a cohesive and scalable digital presence.
- Built digital infrastructure designed to support ongoing sales growth and sustained audience engagement.
TECHNICAL SCOPE
- Website Development: Designed and launched Safariland’s current e-commerce site, focusing on user experience, product merchandising, and optimized conversion pathways.
- E-Commerce Growth: Implemented data-driven strategies that improved conversion rates, streamlined purchasing, and expanded customer acquisition—resulting in a 70% increase in online sales.
- Social Media Expansion: Grew Safariland’s Instagram following from 220 to 185,000 through targeted campaigns, high-quality, audience-relevant content, and consistent brand storytelling.
- Integrated Digital Strategy: Aligned paid media, organic content, and e-commerce initiatives into a cohesive digital ecosystem that strengthened Safariland’s market position.
Services Used
THE RESULTS
The collaboration between FPW and Shane transformed Safariland’s digital presence. E-commerce sales increased by 70%, and the brand’s social channels evolved into powerful engagement platforms, with Instagram becoming a top driver of audience interaction and brand storytelling. Content performance shifted from sporadic, low-engagement posts to a consistent stream of high-quality, on-brand material that generated community dialogue, product awareness, and repeat traffic to the website. The newly launched website became a central sales and engagement hub, providing a streamlined shopping experience while showcasing the brand’s expertise and authority in tactical and law enforcement markets. This integrated approach positioned Safariland to compete more effectively online while deepening its connection to both core and emerging customer segments. Brad Williams, President of Safariland Group, credited Shane as a “catalyst” in achieving these results, with FPW’s strategic and creative contributions playing an integral role in the brand’s digital transformation.
The FPW Difference
FPW Media is your fully integrated marketing partner. We make the impossible possible on a daily basis for our incredible clients. Our unique company structure allows us to perform all of our services in house with a critical eye for consistency and detail. From start to finish we are able to ensure the goals of our clients executed without compromise. If you can dream it, we can make it reality.