Man outdoors with tactical gear

Case Study

From Small-Scale Paid Social to Advanced Juggernaut

5.11 Tactical joined forces with Wpromote to test paid social influence on in-store traffic by developing event response campaigns that targeted new audiences and retargeted past purchasers. This led to a successful outcome of online-to-offline conversions.

Their Story

Designed To Meet New Challenges

5.11 Tactical started with a pair of pants and grew to become a reliable brand that offered gear that inspired readiness with premium clothing for an active community including (and surely not limited to) first responders, public safety professionals, and the FBI training academy.


Gearing Up For A New Opportunity

5.11’s growing paid social presented a new opportunity: could they use social to drive followers to newly opened stores? 5.11 opened over 40 brick-and-mortar stores within a two-year period, and the brand wanted to integrate their current strategy with efforts to drive in-store traffic.

Tactical gear

The Solution

Taking Readiness To The Next Level

Black Friday and Cyber Monday provided the perfect opportunity to test paid social’s influence on in-store traffic. Wpromote and 5.11 Tactical set out to test three different ad objectives within Facebook and Instagram to determine which would be more likely to drive in-store revenue during this period:

  • Store Visits
  • Reach
  • Event Response

Each objective had its own benefits, from map cards to cost efficiency to engagement. Targeting included audiences of new users similar to 5.11 purchasers (lookalikes) and retargeting past purchasers to come back in store.

Efforts began with allocating more budget to reach campaigns, which saw the most success by volume. They gained the most reach and the most total revenue attributed. However, as the campaigns picked up traction, the data told another story: event response campaigns were more efficient, generating more revenue per user reached and a lower in-store cost-per-purchase.

Channels + Services

Paid Social
Paid Media

phone screens with ads

What Comes With Fortitude

By shifting their thinking towards allocating budget accordingly for each objective in all future sale campaigns, 5.11 Tactical was able to enjoy significant online-to-offline conversion success.

  • 62% Of Offline Revenue Driven By Reach Campaigns
  • 80% Higher Conversion Rate For Event Response Campaigns
  • 17% Lower Cost-Per-Action For Event Response Campaigns

Proof Is In The Numbers