How Capptive8 expanded MIRA Safety beyond the prepper niche into the mainstream market, scaling ad spend from $80K to $700K/month, cutting CAC by 40%, and achieving 90%+ share of voice on Meta - near-total category dominance.
MIRA Safety exists because its founder lived through the worst. Roman Zrazhevskiy was an EMT in New York City when the towers fell on September 11th. He experienced Hurricane Sandy firsthand. And from those experiences, he built a company on a single conviction: ordinary families deserve access to the same protective equipment used by military and first responders - and they shouldn't have to wait for a crisis to get it.
Founded in 2018, MIRA Safety manufactures professional-grade gas masks, CBRN respirators, HAZMAT suits, body armor, and detection equipment - partnering with European defense contractors who have been producing protective equipment since the 1920s. Their products are deployed by the US Department of Defense and defense ministries across 10+ countries. The brand's gas masks appeared in Christopher Nolan's TENET. Roman has been featured on HBO, BBC, and CBS as an authority on emergency preparedness.
When Capptive8 came on board, MIRA Safety had a best-in-class product and a loyal following - but that following was tiny. The brand's entire marketing strategy was built around reaching preppers and survivalists, a passionate but narrow niche representing less than 5% of the addressable market. Previous agencies hadn't been able to push beyond that ceiling. The account was plateaued - stuck at the same level of spend and revenue with no clear path to scale.
The deeper challenge was one of perception. Gas masks carry a stigma. The average consumer associates them with paranoia, doomsday scenarios, and extreme survivalism - not everyday family safety. Convincing a mainstream audience that a gas mask belongs next to their fire extinguisher and first aid kit required a fundamental shift in messaging, creative, and audience strategy that the brand's previous marketing partners simply didn't know how to execute. On top of this, MIRA Safety operates in a market driven by unpredictable external events - when crises happen, demand surges overnight and the window to capture it is measured in days, not weeks.
From niche brand to category dominant - a four-pillar system that rewired how an entire market thinks about personal protection.
Selling a gas mask to someone who's never considered owning one requires more than a product ad - it requires changing how they think about personal safety. The most powerful hook was deceptively simple: you can survive three weeks without food, three days without water, but only three minutes without breathable air. That stopped people mid-scroll and made them rethink what 'being prepared' actually means. Education-first creative then tackled the price objection - showing the construction differences and certification gaps between military-grade equipment and cheap imports. We partnered with trusted preparedness creators on YouTube, whitelisting their content as Meta ads. These influencer partnerships delivered 6x+ ROAS because the content felt authentic and authoritative - exactly what a first-time buyer needs when purchasing life-saving equipment.
Capptive8 mapped MIRA Safety's total addressable market into three concentric rings: preppers and survivalists at the core (5%), gun owners, military, veterans, police, and first responders in the middle (30%), and the broad mainstream on the outside (80%) - outdoor enthusiasts, camping, hiking, and everyday families. We built a systematic expansion strategy moving outward through each ring, with dedicated creative, messaging, and offers tailored to each audience's motivation. The wildfire angle was a breakthrough: creative built around real-world emergencies that happen every year outperformed traditional preparedness messaging. At peak, MIRA Safety achieved over 90% share of voice on Meta, reached 100M+ Americans in 45 days, and had 85% of all sales coming from genuinely new customers.
The single biggest lever for AOV and LTV was a strategic shift in who the product was marketed to. When someone buys a gas mask for themselves, it's a single-unit purchase. When a parent buys protection for their entire family - masks, filters, HAZMAT suits, and accessories for every member of the household - the order value increases by 10x. Capptive8 built custom landing pages with purpose-built family bundles designed to serve this exact psychology. Curated kits like the EvakPak made the decision simple: one kit, one purchase, your whole family is protected. Seasonal bundles pushed the concept further - including a holiday gift bundle that turned gas masks into a BFCM product. Each bundle had its own dedicated funnel, and conversion rate improved 40%+ through systematic testing. The family strategy didn't just increase order value - it opened up entirely new audience segments and fundamentally changed the economics of customer acquisition.
MIRA Safety's market follows the news cycle, not seasonal patterns. Wildfires, chemical spills, geopolitical crises - these events create massive sudden demand that disappears as fast as it arrives. Capptive8 built an operational system for instant scale: real-time trend monitoring, pre-built creative for common scenarios, and the infrastructure to scale from steady-state to $700K/month within days. But the most important insight was the halo effect: as Meta spend scaled during peak demand, every other channel surged in lockstep. Google, Bing, organic, and Amazon all climbed - generating 4,200+ additional new customers from non-Meta channels during peak periods. Meta wasn't just an acquisition channel; it was the demand generation engine lifting the entire business.
Over a 3+ year ongoing partnership, Capptive8 transformed MIRA Safety from a niche brand into the dominant force in its category - reaching 100M+ Americans and generating $6M in peak monthly revenue.
Ad Spend Scaled
per month
CAC Reduction
customer acquisition cost
Peak Monthly Revenue
at scale
Share of Voice
peak category dominance
New Customer Ratio
of all sales
US Reach
Americans in 45 days
"Capptive8 has played a major role in helping us scale revenue, expand into new audiences, and dominate our category on Meta. Over three-plus years of working together, their team has brought expertise, adaptability, and a shared sense of ownership that makes a real difference. They don't just run ads - they understand our mission, our customers, and our business at a deep level. This isn't just a contract - it's a true partnership, and the results speak for themselves."
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