ian simoneaux

A PEEK INTO THE REAL NAVY

In 2023, the U.S. Navy was faced with its hardest recruiting year in decades with fewer hand-raisers ready to join. To convert Gen Z, the Navy had to shift their perceptions of what it’s like to be a Sailor by fitting more naturally into GenZ’s social feeds and driving behavioral changes to learn more.

Inside the Navy, a social campaign, drove lifts in the attitudinal statement “is a place for someone like me” (+14.6%), social engagements (+795%), searches for “Navy Life” (+30%), visits to Navy.com (+139%), and a +80% YOY lift in leads collected.

My role, creating the introductory campaign Inside Boot Camp.