America’s Navy offers a vast array of career opportunities, far beyond the iconic images of jets and open ocean that we know from the big screen. To showcase the breadth and depth of careers to potential recruits, America’s Navy and their agency, Wavemaker, partnered with Infillion to create an innovative, interactive digital experience.
Infillion developed a multi-path ad unit allowing users to explore career categories aligned with their individual skills and interests, highlighting everything from IT and engineering to medical and technical roles.
This personalized approach dramatically impacted the entire marketing funnel, achieving statistically significant lifts: +9% Awareness, +21% Familiarity, +48% Interest, +50% Consideration, and a remarkable +70% Intent. The exceptional lift in Intent—a challenging metric for a high-commitment decision like military service—demonstrates the power of interactive storytelling in driving meaningful results for complex recruitment campaigns. This innovative partnership between America’s Navy, Wavemaker, and Infillion successfully expanded perceptions of Navy careers and significantly boosted prospect engagement.
