What was the primary objective of the US Army's digital campaigns with Orange 142?

The main objective was to support national marketing campaigns and promote regional recruitment events and initiatives. This was aimed at encouraging young adults to research Army programs for career and schooling advancement.

Which digital solutions were instrumental in the success of the Army campaign?

The campaign leveraged advanced geofencing technology for precise targeting, engaging display ads tailored for diverse demographics, and Instream pre-roll video ads to enhance user engagement and drive traffic.

What target demographics and geographies were focused on in this campaign?

The campaign targeted Regular Army adults aged 18-24 and Army Reserve adults aged 18-34, specifically Hispanic and African American men and women, in key Florida, North Carolina, and Georgia markets.

Case Study: US Army

2:21

Orange 142 worked with the US Army and their 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, multiple unique demographics and audiences, the US Army hoped to showcase engaging ad creative that would encourage further research into the Army programs as a way for young adults to advance their early career 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, are currently enrolled in college, have graduated from college, or are searching for 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

Total Impressions Served

Total Clicks To The Website

Average Click-through Rate

Completed Video Views

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.

Geofencing