U.S. Army

The Army asked us to reach college-bound 17- to 24-year olds with the first-ever campaign about the Officership Corps, a little-known branch within the Army for high-caliber prospects to be shaped into leaders.

An integrated campaign of TV, Online, Event Marketing and PR developed by McCann, MRM, Momentum and Weber Shandwick surpassed each of its objectives.

Objective 1: Raise awareness about Officership by 15% in one year and drive up the perceived benefits of Officership while lowering the perceived drawbacks.

Results 1: In addition to a 23% lift in awareness, we saw key shifts in perceived benefits and drawbacks.

Objective 2: Drive at least 94,000 people in one year to the Officership page on GoArmy.com and cause a lift in the number of prospects interested in learning more.

Result 2: In addition to doubling our traffic goal (223,000), 36% of those visitors navigated to deeper content to learn more (vs. 20% – 25% industry avg).

Objective 3: Increase knowledge about Officership above 37% among target audience and especially among GoArmy.com visitors.

Result 3: We saw lifts in knowledge among GoArmy.com visitors and our target at large (43%)