We used the internet as the intersection for all other media and points of contact with potential recruits and their influencers. On top of this we built a broad online campaign including rebranding and relaunching goarmy.com.
GoArmy.com also received a content overhaul as we created an interactive job finder (for over 300 jobs) and used rich media to better communicate life in the army. To over come the “fear of the unknown” barrier that surrounded Basic Training, we launched a sub campaign that followed six recruits through weekly webisodes. Each week of their journey was teased by TV spots, designed to drive the audience to GoArmy.com. Once there, their interest and curiosity was paid off with a depth of content and interactivity on the website.
Additionally, the online advertising used cutting edge rich media units to extend the experience of the army into the context of the audience viewing it. The ads contained interactive content within the unit and linked to additional content on the website.
The relaunched GoArmy.com captured the brand and created peer-to-peer communications that provided the opportunity for the target audience to see a side of the Army they had never seen before. Overall results included: Growth of daily users sessions by over 130% with continued double digit growth over the next four years and online recruiter chat sessions growth by over 250%.
The Internet also proved the most effective at capturing leads and was far away the best lead generator, over all other media. However success is really measured if you met the client’s goals or “made mission,” which we did, helping the Army meet recruiting goals each year since launch.
Awards:
Gold Effie
Cannes Cyber Lion
6 other campaign awards
