Best Employment Online Ad, Best Government Online Ad, Best Military Online Ad

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.

Contributors:

INFILLION

Location: United States