Orange 142 worked with the US Army and its agency of record, Universal McCann, to execute a variety of digital geofencing and advertising campaigns. The media programs were designed to help support the main national marketing campaigns while promoting regional recruitment events and initiatives.
With a variety of campaigns in the market and multiple unique demographics and audiences, the US Army hoped to showcase engaging ad creative that would encourage further research into Army programs as a way for young adults to advance their early careers and schooling.
Client: US Army
Run Dates: November 2018 - March 2019
TARGET AUDIENCE
Regular Army: Target Adults 18-24
Army Reserve: Target Adults 18-34
Hispanic and African American men and women enrolled in high school or with high school diplomas who may be on their way to college, currently enrolled in college, have graduated from college, or are seeking employment in a career field.
TARGET GEOGRAPHY
- Orlando, FL
- Tampa, FL
- Lakeland, FL
- Sarasota, FL
- Miami, FL
- Ft. Lauderdale, FL
- Fayetteville, NC
- Charlotte, NC
- Atlanta, GA
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Total Impressions Served 10,711,153 |
Total Clicks To The Website 78,827 |
Average Click-through Rate .74% |
Completed Video Views 831,974 |
DIGITAL SOLUTIONS
The digital solutions employed in the Army campaign were instrumental in driving its success. By leveraging advanced geofencing technology, the campaign precisely targeted potential recruits in specific geographic areas, ensuring that the right message reached the right audience at the right time. This was complemented by engaging display ads tailored to resonate with diverse demographic groups, including Hispanic and African American young adults.
Additionally, the use of Instream pre-roll video ads provided a dynamic and captivating platform to communicate the Army's message, significantly enhancing user engagement and encouraging further exploration of Army programs. These combined digital strategies not only increased visibility and interaction but also effectively generated interest and drove traffic to recruitment events, showcasing the power of digital solutions in modern marketing campaigns.
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Geofencing |
Display
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Instream Pre-Roll Video
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AD EXAMPLES
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