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Army National Guard
Army National Guard Best Warrior Campaign

RAN IN: United States

CLIENT
Army National Guard

Christian Johnson - Lieutenant Colonel
Robert Phifer - Captain

AGENCY
iostudio *Lead Agency

Michael Dukes - Executive Creative Director
Joshua Hernandez - Sr. Art Director
Andrew House - Creative Director
Kerry Kessler - Acct. Supervisor
Matt Mason - Creative Director
Laura Matthews - Acct. Executive
Rob McKinnie - Creative Director
Lisa Menck - Executive Director


SUMMARY

In 2012, the Army National Guard was not achieving its recruiting goals. We discovered it was not a lack of leads but a low rate of lead conversion that was leaving recruiters short on contracts. Since all leads are filtered through the Guard's website, we built an onsite campaign to motivate visitors to apply online. The Best Warrior Campaign used real action to persuade site visitors, resulting in a nearly 300% improvement over average conversion rates.

CASE VIDEO


Hero Medium: Interactive

Medium Featured On Video: Interactive, Social Networking Sites/Applications, Print

Objectives: Recruitment

Type: Business to Consumer

Classification: National

Language: English