Inspired By Real Redditor Questions, The US Army Fakes The Feed

Brand Challenge

The United States Army is always looking to excite potential recruits with the endless possibilities that a career in the Army offers. In relaunching the most successful creative campaign, ‘Be All You Can Be,’ Army wanted to capture redditor attention in an unexpected way that primed them to receive the modernized message.

Creative Solution

Reddit is home to the most vulnerable, honest, and real content on the internet. Why? Because Reddit is anonymous, people feel safe to share things they never would elsewhere. For example, young people often come to Reddit to ask questions and seek advice about their next big life move; from career to college to even enlisting in the Army.

We brought this insight to the Army creative team and designed "bespoke bumpers” that mimicked real, vulnerable posts found on Reddit. The :05 video bumpers reflected actual Reddit UI, and showed an anonymous question being posed to an Army community. These bumpers were appended to the front of campaign creative which seemed to answer the redditor question. These videos were scaled across Reddit via promoted video and high-impact takeovers.

Credits