Case Study: U.S. Marine Corps achieves 10M reach and boosts Facebook engagement with Millennial Media

U.S. Marine Corps Counts on Mobile-First

The U.S. Marine Corps, facing the 2014 recruitment season, needed to drive massive awareness among males 18–29, a group that spends heavy time on mobile and social platforms. To move beyond traditional approaches it sought a holistic, mobile-first campaign to amplify existing mobile and Facebook efforts.

Partnering with Mindshare and Millennial Media, USMC used a mobile-first Facebook retargeting strategy that delivered contextually targeted messages across mobile apps and sites and then retargeted audiences on Facebook with unified post-campaign reporting. The campaign reached 10 million users on Millennial’s platform and retargeted 1 million on Facebook; viewers who saw the mobile ad first were 45% more likely to take action on Facebook, Facebook CTR rose 25% (and 60% for those who clicked the mobile ad first), and brand recall was more than 10% higher.

U.S. Marine Corps