The Navy might be associated with life at sea, but the experience reaches far beyond serving our country from a ship – that’s the message the Navy sent to potential recruits in Fall 2023. To showcase how Naval service can lead to an impressive STEM career, the full-funnel campaign reached high-school seniors at a pivotal moment in their lives: starting their final school year with eyes on the future.
Powered by ad-tech partner Infillion, the Navy built a “content collection” user flow that offered potential recruits several interactive paths to explore. The unit opened with a compelling Navy video featuring actual servicemembers sharing their unique STEM experiences directly with the audience. Afterward, viewers were prompted to dive deeper into Aviation, Science & Engineering, and Electronics & Technology, or to Discover More (there were simply too many naval careers in STEM to include them all!). Throughout the experience, potential recruits could click-out directly to the search bar on the Navy’s website to further explore the wide-range of career opportunities.
The ad certainly delivered on full-funnel performance, with an 83% increase in Awareness, 62% in Familiarity, and 30% in interest in the Navy's STEM career opportunities. The unit also saw 90% VCR, 1.4 average interactions, and 2.5% CTR.
