Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
U.S. Navy's success relies on recruiting America's youth. But today, GenZ doesn't feel called to the military, let alone have a connection with U.S. Navy.
To form a relationship with the most competitive, passionate and adventurous GenZers, U.S. Navy joined esports. But it quickly learned that esports is not a welcoming community to brands, especially military, and in Fall 2020, U.S. Navy faced peak criticism for its presence.
To better understand how U.S. Navy should behave in esports, we launched qual-quant research with 224 GenZ gamers. The...