Boris Litvinov Joins Left Off Madison As President

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Build relevance and recruit young black adults to u.s. army

Services

 Audience Intelligence, Digital Media, Social Media, Endemic Partnerships, Content, Production, U.S. Army, Case Study 

summary

Objective

Objective

Objective

Recruit qualified African-American adults that seek a long-term career and leadership position with Army despite the multiple barriers. Barriers can include: threat of frontline combat, pay, and competition from more appealing services including Marines.

Insight

Objective

Objective

Prime African-American/Black prospects are typically a child of a single parent head-of-household. This parent is commonly reluctant to let their children pursue a path in Army fueled by a threat of combat and lack of awareness in career paths in Army.

Strategy

Strategy

Strategy

 Connect the long-term and life-changing benefits of a career in Army Officership to known African-American/Black heroes and icons.  Spokespersons must be authentic, credible and derived from prospects' passion points of sports and entertainment.

Approach

Strategy

Strategy

 Align Army with credible media partners that co-create and produce a custom content series featuring modern Black heroes and icons.  Distributed largely online, the content series is insightful, engaging, and demonstrates the attributes of Army. 

deliverables

Mike "Coach K" Krzyzewski  

Robert "Big Shot Bob" Horry 

Chauncey Billups

results

8+ Years

0.72% CTR

0.72% CTR

 Continuously meets or exceeds recruitment goals set by U.S. Secretary of Defense.

0.72% CTR

0.72% CTR

0.72% CTR

Campaign far exceeds past U.S. Army performance and industry norms.

Telly Award

Telly Award

Telly Award

Campaign earns prestigious industry award.

8+ Years

Telly Award

Telly Award

Continuous partnership with U.S. Army

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Pilgrim's Pride

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