America’s Navy, faced declining sign-ups among Gen Z. VML and Wavemaker decided to move away from traditional recruitment tactics and work with popular YouTube creators Darryl Mayes and Xiaoma, who — as a dog handler and linguist, respectively — had skills that were necessary for specific Navy jobs.
Together, we built a long-form video series called Sailor VS to showcase different Navy careers and humanize the military experience.
One video, for example, had Darryl challenging a military working dog and its handler to find hidden items in a house, while in another Xiaoma explored what it’s like to be a Navy cryptologist technician. By leveraging the creators’ diverse talents and authentic voices, the campaign succeeded in breaking through to Gen Z, driving a remarkable 48% increase in searches for Navy sign-ups.
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