United States Army
REVAMPING A RENOWNED 200-YEAR-OLD BRAND THROUGH THE VOICE OF A 21st CENTURY GENERATION.
NATIONAL TEAM:
I led as senior copywriter for the United States Army on a $4 billion contract. I worked on two teams for this account: the National and Real Time team. The continued obstacle we faced: How do you get today’s youngest generation to join a team they have no interest in entertaining? Through the one thing they will entertain, social media.
The National team was responsible for creating monthly content for all social channels. The mission each month, recruit a younger generation to our country’s oldest brand.
The Calling was a social initiative drummed up to create six relatable yet unique stories from Soldiers that focused on why they chose to join the Army and how they found their Calling. These stories gained significant traction, including a comparison to Russia’s military from Ted Cruz. This campaign gained high engagement, increased following, and viral traction across news and social outlets. I was pulled on to write all social and digital copy for this campaign.
REAL TIME TEAM:
The Real Time team had a smaller focus, quick turnover rate of relevant trends with high engagement. Every month we created content we found brands/influencers posting that matched our mission and guidelines. Results showed this smaller team created even higher engagement than National content and overall increased conversations about joining the Army.
THE CALLING:
We relaunched the old Army slogan “Be All You Can Be,” creating buzz nationwide. We revamped the entire brand, giving them a firm tone of voice that was bold yet relatable. Using Jonathan Majors as the face of this new launch, who had at the time just premiered in “Creed 3”. The new look and feel humanized the Army while grounding it with a confident and empowering tone. The “Be All You Can Be” language sprinkled throughout my work results from this initiative and heavy push across all fronts.