Army Personalized Marketing
An expansive end-to-end experience and display/social ads campaign, that seeks to retarget, educate, and improve Army prospect contract conversion.
Role: Creative Direction
Agency: Critical Mass
Very few prospects, even those who are motivated, understand the process of joining. It can be confusing even when you know the steps. Everyone is intimidated by the unknown – and in terms of the Army, that leads to prospects doubting they have what it takes, physically and mentally.
To overcome these mental hurdles, we need to build up prospect confidence to act now through inspiring, interactive ad units and the ability to test their skills, live chat, or contact a recruiter. Prospects should believe they’re the right fit for the Army, that they will be successful, and that the Army is invested in them becoming the best Soldier they can be.
Creative elements are divided by VOICE (Testimonial vs Brand) and MESSAGE (Emotional vs Functional) allowing us to test the effectiveness of different combinations.
Statistics show that users are more curious about user generated brand or testimonials, rather than branded ads, therefore we decided to try both.
This interactive quiz experience will enable prospects by giving them the fundamentals of joining the Army.
Create Clarity - bring the realities of the process into focus.
Build Confidence - motivate prospects and let them know they are capable of succeeding.
Initiate Action - connect prospects with the Army via contextual CTAs.
We will be testing out the Active/Reserve Generic Thank You Email (A) against our Personalized Marketing Thank You Email (B) to see if connected campaign branding and journey-based lining strategies increase appointments made.
Curious to know how you’ll do?