Straight from Iraq
U.S. Army
As part of the integrated McCann Worldgroup team, MRM leads the digital program in a collaborative team to develop and deploy a wide-reaching marketing platform. Understanding that transparency and trust are hallmarks of building the Army brand, the effective way of generating leads is through the means of social engagement and digital experiences.
The Army needed a new approach that enabled prospective recruits to solicit opinions and feedback directly from real Soldiers, rather than from recruiters and marketing collateral. With deployment being a real and substantial barrier to lead generation and customer acquisition, a program was developed to use digital platforms to allow prospects to reach and engage Soldier peers who are deployed, and learn what deployment is about.
Our conversations with prospective recruits all pointed in one direction: Demystify deployment by putting the target in direct communication with Soldiers in the field.
“Straight from Iraq” was positioned as a Web video series that enables prospects to learn what it’s really like to be deployed in the Middle East, by facilitating an open dialogue between potential recruits in the United States, and the men and women who are stationed overseas. No topic would be off limits. Prospective recruits could ask what it was like to take cover while an M1 Abrams tank fired on an insurgent hideout, or inquire about the overall quality of food served in the mess hall.
Results:
We cannot share full results of individual programs, however all goals and objectives were exceeded.
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