The Navy Landed Me Here

Almost 50% of the Millennial Generation - the sole recruitment demographic for the U.S. Navy - is multicultural.

The Navy Landed Me Here

SUMMARY

This campaign for the US Navy has been the most successful in history: in lead generation, in the acquisition of new African American Officer applicants (54% over target), as well as in actual awarded Officer contracts (a 700% increase from the previous year). The campaign was able to overcome the obstacles of a “last resort” perception, the lack of concrete program awareness, and the fear of combat and the perils of war, going on to connect deeply and meaningfully with the target audience. The creative use of research provided rich consumer insights, guided both...

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Insights Team
Bray Leino

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