Client Engagement
NASDAQ: AXON
Go-to-market strategy and digital launch for a first responder streaming platform.
Axon Enterprise, Inc. (NASDAQ: AXON) is a global public safety technology company. In 2022, Axon launched the First Responders Network (FRN), a subscription streaming platform offering curated content dedicated to the first responder community.
FRN was entering the SVOD market at launch stage with no established audience and no competitive positioning. The first responder content category was dominated by sensationalist coverage. FRN needed to differentiate as an authentic, credible source.
340%
CPC budget optimisation
2,200%
Increase in social following
107%
Increase in link clicks
Services delivered
Challenge
FRN was entering the SVOD market at launch stage with no established audience and no competitive positioning.
Delivered
Competitive analysis, audience personas, and positioning for the first responder and SVOD markets.
Challenge
The first responder content category was dominated by sensationalist coverage. FRN needed to differentiate as an authentic, credible source.
Delivered
Show branding across FRN's original programming, establishing a consistent visual identity that separated FRN from existing content in the category.
Challenge
Needed a website structured around a subscription conversion journey rather than a general content hub.
Delivered
Website UX/UI redesign structured around a subscription conversion journey with clear CTAs and content discovery paths.
Challenge
Building an audience from zero in a specialised market.
Delivered
Social media management and paid advertising campaigns that built FRN's audience from zero. Paid campaigns delivered a 340% improvement in CPC efficiency, a 2,200% increase in social following, and a 107% increase in link clicks.
If your organisation is launching a product and needs a structured go-to-market approach, we should talk.
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