CASE STUDY
US Army
200K
Video Completions in 3 Months
98%
Video Completion Rate (20% Over Benchmark)
3%
Under Budget for CPCV
Client
US Army
Vertical
Government and Non-Profit
Services
Programmatic Display and Video
Objective
The US Army partnered with AUDIENCEX to boost awareness of its key enlistment initiatives. The campaign aimed to highlight the benefits of enlisting, including STEM career opportunities, scholarship programs, and health and wellness advantages, targeting young adults aged 17-24 who showed interest in these areas.
Strategy
To create a lasting impact on the target audience, AUDIENCEX developed a connected TV (CTV) campaign featuring high-impact video ads. The campaign focused on delivering engaging and visually compelling messages that resonated with the interests and aspirations of the target demographic. By leveraging CTV’s ability to deliver non-skippable, high-quality video content, the campaign ensured maximum engagement and attention.
Tactics
- Third-Party Data Utilization: Leveraging sophisticated data to identify and target high-intent audiences.
- Geo-Targeting: Concentrating efforts in affluent regions with a high likelihood of potential buyers.
- Retargeting: Re-engaging users who had interacted with Etco Homes content or shown interest in similar properties.
Results
The campaign exceeded expectations, delivering impressive results:
- Precision Targeting: Identified young adults aged 17-24 with demonstrated interests in STEM fields, scholarships, and wellness, ensuring the campaign reached high-intent individuals.
- High-Impact CTV Ads: Delivered non-skippable, full-screen video ads on premium CTV platforms to ensure maximum visibility and engagement.
- Behavioral and Demographic Segmentation: Utilized advanced audience data to refine targeting and connect with individuals most likely to resonate with the campaign message.
- Performance Monitoring and Optimization: Continuously tracked video completion rates and cost per completed view (CPCV), making adjustments throughout the campaign to maximize performance.
- Engagement-Driven Messaging: Crafted video content emphasizing personal growth, career development, and the unique benefits of enlisting in the US Army.
By combining precision targeting, impactful creative, and strategic execution, AUDIENCEX helped the US Army drive meaningful awareness of its enlistment initiatives, inspiring young adults to explore the unique opportunities and benefits offered by military service.