Field Guide for Life
Informational campaign that utilized social platforms and a website ecosystem to enlighten and inform the general public.
Credits —
Client: Department of Defense
Agency: MullenLowe
Creative Directors: Jon Reil and John Wolfarth
Director of Design: Sean O'Brien
Concept: Ryan Houts and Scott Petrichko
Art Director/Designer: Cat Bergen
Art Director: Scott Petrichko
Copywriter: Ryan Houts and Sarah Anderson
Social Strategist and Copywriter: Aimée Van Zile-Buchwalter
More Info —
The Field Guide for Life was born from a need to enlighten and broaden the perception of young adults on what it means to serve in the military. We sought to gain their attention through a highly intentional and visually disparate content strategy. We did this by curating specific military content and posting said content to social platforms that were most suited for our target audience. For example, we took content about a dog's sense of smell and posted it on Imgur. Or another piece of content about a recipe for high in protein granola bars and posted it on Pinterest. By using this targeted strategy, we were able to funnel users from social platforms to our full guide and then on to our main objective which was our ecosystem of military websites. The result of this campaign led to over 11 million social impressions, a content engagement rate of 9.62%, and drove nearly 40 thousand website visits with over a thousand links-offs to other properties and 200 downloads of our guide book.
