U.S. ARMY
What’s Your Warrior?
Gen Z perceived the Army as just grunts with guns. So we celebrated the range of opportunities on the team. This multi-channel campaign included 400+ assets working as one to invite recruits to choose a hero they envisioned becoming. Recruitments attributable to marketing skyrocketed 2,600%.
We made a twelve episode IG reels series, each episode detailing one of our roles.
Know Your Army
50% of Gen Z believed their life would be worse off in the Army. We needed to let them know the Army offers the tangible benefits. So we shifted from patriotism to a more practical tone, one the Army had never leaned into before.
Brand Relatability +45%
Website Visits +732%
Lead Generation +72%
THE CALLING
Research revealed the Army needed to be more relatable to a diverse generation. So we told the origin stories of five real Soldiers, showing they come from all walks of life.
The effort was deemed “woke” by right-wing media, sparking an international debate. It also drove consideration through the roof and results well past goals, earning 8 billion impressions on a $1.3 million media spend.
With Youtube as the campaign hub, we made sure all touchpoints were cohesive:
STATE FARM
HERSHEY
ARMY
CAPITAL ONE
JEEP
ALLSTATE
LAS VEGAS
LA QUINTA
MCDONALD'S
MOLSON COORS
DEEP CUTS
MORE SOCIAL
WRITING
AI FUN