Overview
The campaign objective was to drive brand awareness of the Maryland Army National Guard with students age 17-24, while being sensitive to rules about targeting children under 18.
Inuvo’s IntentKey™ targeting was utilized to reach students while they were exploring their next steps in life. Top performing concepts for this campaign were:
- Army National Guard
- National Guard Recruiter
- Life After High School
- Exploring College Options
- Pay For College
- Graduate Program
By targeting contextually relevant content based on these interests the right audience was found. By expanding to a lookalike audience, the ideal prospects were reached when they were consuming other content as well. This approach was essential within a geographically constrained market.
The CTR campaign goals were exceeded by 30% on desktop and by 70% on mobile. The success of the campaign led to the expansion to two additional markets: Virginia National Guard and Delaware National Guard.
