Nativa led a digital marketing campaign on behalf of the Oregon Army National Guard, designed to increase awareness and drive recruitment interest among hard-to-reach rural communities throughout the state. The campaign messaging centered on two primary value propositions: the citizenship benefits available through service and the educational opportunities provided to Guard members. These themes were selected to resonate with Oregon’s diverse population, including immigrant and first-generation American communities, many of whom reside in more geographically isolated areas.
To effectively engage the target audience, Nativa developed and executed a digital campaign tailored for audiences in rural regions. The campaign relied on clear, compelling messaging focused on service-related benefits and was distributed through a mix of paid digital ads and organic outreach. Ad placements were strategically chosen to maximize exposure among rural populations, using platforms and channels commonly accessed in these communities. Throughout the campaign, performance data was closely monitored and used to optimize placements, messaging, and budget allocation, ensuring continuous improvement and alignment with audience engagement trends.
The campaign achieved outstanding engagement performance, indicating strong resonance with the target audience. Over the five months, the campaign generated 2,259,179 impressions, significantly increasing visibility for the Oregon Army National Guard across rural communities. These impressions translated into 23,094 link clicks, reflecting a high level of interest and action from users who were motivated by the messaging. With an average cost per click (CPC) of just $0.70, the campaign delivered this engagement in a highly cost-efficient manner, well below industry benchmarks for similar recruitment and public service campaigns. These outcomes demonstrate Nativa’s ability to drive both reach and meaningful interaction within the intended audience, maximizing the impact of the campaign’s investment.
Connecting Brands with Hard-to-Reach Audiences Through Data-Driven Insights & Culturally Relevant Content
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