Ohio Army National Guard: Engaging Content

Engaging content

Overview

To re-develop the National Guard’s organic content calendar I introduced the “Soldier Spotlight” series, highlighting and humanizing our service members, and giving Soldiers the chance to share their story.

Interviewing and collaborating with Citizen-Soldiers not only reached new audiences as a branding touchpoint, the organic strategy also synced with our paid campaigns to revolutionize the Guard’s recruiting strategy.

 

Approach

Continuing a tradition of military service with the Galindo twins

Continuing a legacy of military service, SPC Austin Galindo enlisted with the Ohio Army National Guard to serve alongside his twin sister, SGT Isabella Galindo.
​“I’ve had multiple family members serve- but seeing my twin sister join was very eye opening to me. I took it as an opportunity to not only serve and protect my country, but also to be able to serve with my sister by my side.”

SPC Austin Galindo

Medical careers and training with 1LT Posival 

Starting her military career in Active Duty before joining the Army National Guard, 1LT Nora Posival has always had a passion for working with Soldiers, especially as a Medic with the 16th Combat Aviation Brigade.
​“Being a Medic is kind of an easy measure of a problem and solution. Patient has X-Y-Z chief complaint, you provide a solution, they get better. Aside from providing health care, you get to talk one on one with Soldiers in the unit ranging from PVT to LTC. It’s the best way to interact and get to know your unit. It made things like field exercises better because you already knew everyone and what their contribution to the unit was, so it made the experience easier and more enjoyable.”
​“Opportunities are always available at your disposal as long as you don’t give up in that pursuit and ignore the nay-sayers. Research different resources/outlets to support your path. You get out what you put in.”

1LT Nora Posival

 

 

Results

The campaign generated record-breaking engagement, impressions, and an organic 21,000+ follower growth.

Not only did the series serve to change public perception, recontextualizing our citizen-soldiers as civil servants, it also reinforced retention rates as it celebrated the organization’s service members.

 

Contact us to discuss your project.

Connecting Brands with Hard-to-Reach Audiences Through Data-Driven Insights & Culturally Relevant Content