You might remember the line, “The Few. The Proud. The Marines.” It is one of the most recognized advertising themes in the world and just one example of JWT’s successful work for the Marines in a long-standing partnership that began in July 1947. This month we celebrate the 65th Anniversary of this partnership between JWT and the US Marine Corps.
For 65 years, JWT has helped the Marines in their mission to recruit and develop the nation’s smartest and bravest young men and women in service of the United States. The success of JWT’s campaigns has positioned the Marines brand as an elite military force, generating the positive brand awareness key to recruitment goals. Over the years, the work for the Marines has earned multiple Effie awards, which are based on the success of a campaign. For recruiting, this means the number of accessions, a goal which the Marine Corps Recruiting Command have continued to meet.
The newest recruitment campaign, “Toward the Sounds of Chaos,” focuses on reaching a millennial audience and highlights the brave humanitarian efforts involved in Marines service. The fully integrated “Sounds of Chaos” campaign features real footage shot by Marines on the front lines. The campaign also features a customized Facebook tab, leveraging an already robust social foundation.
The Marines recruiting command launched its Facebook page in 2008 and the first of any military branch to do so. They were the first government or military organization to surpass 1 million ‘likes’ and quickly reached 2 million ‘likes’ in just one year. Currently at over 2.6 million, Facebook continues to be a top driver for traffic and leads to Marines.com.
Check out some of the Marines work across various communication channels including web, Facebook, Twitter, YouTube, and MySpace. You can also explore highlights of past campaigns on JWT.com. For the full press release from the Marines Corps, click here.