Audience Intelligence, Digital Media, Social Media, Endemic Partnerships, Content, Production, U.S. Army, Case Study
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.
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.
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.
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.
Mike "Coach K" Krzyzewski
Robert "Big Shot Bob" Horry
Continuously meets or exceeds recruitment goals set by U.S. Secretary of Defense.
Campaign far exceeds past U.S. Army performance and industry norms.
Campaign earns prestigious industry award.
Continuous partnership with U.S. Army