United States Navy: Navy Influencer- NAVYForMoms.com

The U.S. Navy needed to combat what it called the "mom moment": that moment when a mother says, "Not my child!" Decades of experience showed that traditional marketing and advertising approaches were limited, so the Navy turned to an online peer strategy and invited Navy mombloggers to join NAVYForMoms.com.

United States Navy: Navy Influencer- NAVYForMoms.com

Campbell-Ewald

ENTRY INFORMATION

Category: Business and Consumer ServicesCountry where program ran: United StatesDate program started/ended: 1st March 2008

Product Description: Change parents' perceptions regarding their children enlisting in the Navy. We built a social network where moms of high school/college-aged kids can talk to moms who currently have children serving in the Navy. The site exceeded annual membership objectives in less than six months. Viral, members from 50 states/overseas.

Advertiser/Client Name: United States NavyMedia Channels: TV/Video/RadioWeb Advertising

STRATEGY

Marketplace Challenge:

If a young...

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