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U.S. Navy Office of Information (CHINFO)
kglobal Agency, as a Digital Account Supervisor
The Navy was struggling to connect with audiences that were unfamiliar with, or ambivalent about the Navy and its messages. Research showed that these audiences skewed younger (18-29 years old), were often college graduates, and trended female. The Navy was interested in highlighting and promoting the value of its mission by highlighting non-combat roles in particular.
WHAT DID I DO?
- Created a separate social space on Instagram, the preferred social platform for all target groups, for the “At the Helm” campaign.
- In just over four months, the @usnavy_atthehelm Instagram account has attracted over 3,100 followers with no paid support.
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