The U.S. Navy was facing an unprecedented challenge. The Navy entered FY23 facing its hardest recruiting year in decades with fewer hand-raisers ready to join. To convert GenZ, the Navy had to shift their perceptions of what it’s like to be a Sailor by fitting more naturally into GenZ’s social feeds and driving behavioral changes to learn more. The Inside the Navy social campaign drove lifts in the attitudinal statement “is a place for someone like me” (+14.6%), social engagements (+795%), searches for “Navy Life” (+30%), visits to Navy.com (+139%), and a +80% YOY lift in leads collected.
A peek into the real Navy
How the U.S. Navy faced its hardest recruiting year in decades head on.
Client
- U.S. Navy
Office
- United States
The Navy was struggling to meet recruitment goals because everything GenZ saw was over-produced, fictionalized military content.
Glamorized versions of the Navy set-off youth BS filters. To break through, we needed real, honest stories of service.
Be real, be honest, be transparent. Create raw, un-cut content that lets young people decide for themselves. Integrate naturally into feeds. Using first-person POV and real Sailor videos, prospects experienced life in the Navy first-hand.
Prospects saw themselves in the Navy. +14.6% said it “is a place for someone like me," and leads increased +80%
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Awards
2024 Effie
Social Media - Services
Gold
2024 Effie
Government & Public Service
Silver
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