U.S. Army Reserve Dual Pursuits

CHALLENGE:
The U.S. Army Reserve (USAR) sought to balance both recruitment and retention through its communications efforts. Led by DDB Chicago, the "Dual Pursuits" elevated social video series was developed to achieve these objectives by leveraging compelling storytelling and strategic social media engagement. The campaign aimed to strengthen retention via internal platforms while driving recruitment through paid and organic evergreen content across owned social media channels.

STRATEGY & EXECUTION:
The campaign highlighted the Army Reserve’s unique opportunity for soldiers to build dual careers, emphasizing three key benefits: Experience, Flexibility, and Growth. DDB Chicago collaborated with USAR to define strategic content themes, selecting soldiers whose personal stories embodied these values.

Aligned with the "It’s Your Time" Army Reserve Brand Platform, the campaign used a mix of long-form videos and social media cuts to maximize reach and engagement. The final assets included four long-form videos and eight social media cuts, totaling 20 pieces of video content distributed across multiple platforms.

By focusing on real-life soldier experiences, the campaign demonstrated how Army Reserve service allows individuals to make a meaningful impact in their communities while advancing their professional careers.

PERFORMANCE:
The campaign’s launch on Instagram delivered strong results during a month-long paid recruitment effort:
- 86% of total monthly eBRCs* were attributed to the campaign
- Achieved a 38% more efficient conversion rate and 44% lower cost per eBRC compared to static content
- Drove 9,365 website visits and 588 qualified leads, with a 6.28% conversion rate

CONCLUSION:
The "Dual Pursuits" video series successfully met USAR’s recruitment and retention goals by using compelling storytelling and targeted digital engagement. With strong performance in FY23 and FY24, the campaign is well-positioned for continued growth in FY25, further amplifying the Army Reserve’s impact in attracting and retaining top talent.

*eBRC (electronic Business Reply Card): A digital lead-generation form used by the U.S. Army Reserve to capture and qualify potential recruits