U.S. Navy
STEM Careers
Awards
2024
Best Employment Online Ad
Best Government Online Ad
Best Military Online Ad
Strategy
The U.S. Navy aimed to show potential recruits that service offers more than just life at sea—it can lead to careers in STEM. Targeting high school seniors, the TrueX interactive ad allowed users to explore one of four STEM paths, helping to simplify the Navy’s broad career offerings while generating strong brand lift through the funnel.
Performance Results
The U.S. Navy campaign with TrueX drove a 4.3% CTR ¹ – 2X higher than Infillion benchmark!
The campaign drove a statistically significant lift in upper and middle funnel measures, including a 13% lift in consideration to sign up.²
Consumers interacted with the unit 2 times on average and spent nearly 52 on average in-unit (Twenty-two seconds more than guaranteed³), indicating that the personalized messaging incentivized interest and helped encourage consumers to spend extra time in-unit scrolling through the educational panels.
¹TrueX CTR benchmark: 2.0%
²Brand Lift results measured by Infillion’s proprietary brand lift methodology, UpLift
³TrueX billable guarantee: 30s time spent in-unit + 1 interaction
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