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U.S. Navy
Navy Influencer - NAVYForMoms.com

RAN IN: United States

CLIENT
United States Navy

Lee Buchschacher, Super.-Program Advt. Mgr.
Capt. Philip Altizer, Dir.-Advt. & Mktg.

AGENCY
Campbell-Ewald *Lead Agency

M. Kathleen Donald, Exec. VP-Acct. Dir.
Mark Simon, Exec. VP-Exec. Creative Dir.
Arthur Mitchell, Exec. VP-Dir. Strategic Planning
Dan Ames, Sr. VP-Assoc. Creative Dir.
Eric Olis, Sr. VP-Assoc. Creative Dir.
Rachel Ferhadson, VP-Mgmt. Super.
Ann Kong, VP-Mgr. Acct. Planning
Dan Rioux, Sr. VP-Media Dir.


SUMMARY

The goal was to change the perceptions that mothers and fathers have of having their child enlist in the U.S. Navy. The first step was building a social networking site where moms of high school/ college-aged kids can talk to moms who currently have children serving in the Navy. They learn the benefits of the Navy from their peers rather than from recruiters. The Navy's New England pilot brought members to NavyForMoms.com in record numbers. The site exceeded its annual membership objective in less than six months. Truly viral, members hail from all 50 states and overseas.

CASE VIDEO


Language: English