U.S. Army
Brand Strategy
Challenge: With the unemployment rate at historical lows, and an administration considered dangerously irrational by many young people, the Army was facing low consideration. The Army Reserve grappled with the belief that they are benchwarmers waiting for combat. This couldn’t be further from the truth.
Objective: Show motivated, yet floundering young people that part-time service in the Army Reserve is an option for them.
Insight: Family is a major part of what it means to achieve success.
A massive barrier to consideration, especially for Hispanic prospects, was the fear of leaving family back home. This was a sacrifice too painful to make.
Idea: Part-time service. Full-time success. The digitally-focused integrated campaign spanning online video, radio, display, SMS and social media highlighted the story of Sgt. Ammie Acosta, a Reserve soldier, IT professional, mother, daughter and sister.
Impact:
Beat digital engagement benchmarks
Best performing Reserve campaign in 13 year relationship
Increased consideration for Reserve service
What I Did: I led research and strategic development across the multi-channel integrated agency team, an 18-month rigorous, yet rewarding process.
What I Learned: There’s pride to be had in knowing this effort positively changed the lives of young people struggling to find a path forward.