Case Study

Case Study:

Served as KATANA Safety’s Strategic Digital Advisor by completing web and digital channel audits, holistic media planning, management of Amazon’s shopping experience, and executing paid media and email campaigns.

KATANA Safety is an innovative personal security device that attaches to smartphones to provide next-level protection at the press of a button. As their business continues its fast growth, DG has become their outsourced digital partner.


To support the release of KATANA Safety’s new product, the Arc, as one of Oprah’s Favorite Things 2018. Continuing support during holiday shopping season across all digital channels while continually improving the user shopping experience across Amazon and Shopify.

The Revised Strategy:

DG collaborated with the KATANA Safety team to develop a launch communication strategy and executed cohesive messaging and nurture campaigns for the Arc, beginning with the website and Amazon Storefront and product page, then implemented an omnichannel marketing strategy for consisting of paid social, paid search and email channel initiatives. The strategy focused on unique messaging for acquisition and eventually conversion for 5 different Arc target audiences. This created meaningful customer relationships while discussing the topic of sexual assault and loved ones in danger, leading to acceptance and purchases for this brand new product.

Through DG’s partnership, KATANA was able to gather consumer insights to build segmented audiences, delivering targeted personalized messaging to these individual visitors at each stage of the conversion funnel. Developing an omnichannel strategy, KATANA was able to streamline their communication across all web channels, optimizing the customer experience to drive sales. DG continues to work with KATANA Safety to spread its core message of keeping its customers safe.