To drive awareness of the Maryland National Guard with students.
Users under the age of 18 are not allowed to be targeted with ads, however, the Maryland National Guard needed to reach users while they were in the exploratory and decision phase for the next steps after high school.
IntentKey™ technology was utilized to reach 18+students who were searching for their next steps in life, contextual placements to prospect users under the age of 18, and targeted parents who could help influence decisions.
The CTR campaign goals were exceeded by 30% on desktop and by 70% on mobile. The success of the campaign led to the expansion of campaigns for two additional markets: Virginia National Guard and Delaware National Guard.