The Objective: Following the success of its “Toward the Sound of Chaos” digital rebranding campaign, the U.S. Marine Corps. (USMC) recruited JWT Atlanta—its agency of record, which has been doing work for the Marines since 1947—to enhance its YouTube user experience and better appeal to its core demographic of 18- to 24-year-old male millennials.
The Strategy: Launched last December, the new channel acts as a content hub for all things USMC. A unique circular-shaped player serves up content based on what specific users like, thus creating a different user experience for every visitor. The page also sports an embedded “Become a Marine” button that links to a lead form where users can opt in to learn more about the Marines without leaving the YouTube environment.
The Backend: The player uses an Adobe Flash algorithm similar to that of Pandora’s to allow visitors to create their own personal video playlists. The main channel page features brief teaser clips to encourage further exploration of full-length videos.
The Channel: The USMC overhauled channel links to a mixture of owned and earned media properties, including Facebook, Twitter, and the recently relaunched—and more socially integrated—marines.com. The Marines unveiled its “Toward the Sound of Chaos” TV spots on YouTube before general broadcast.
The Data: As of January, the USMC channel boasted nearly 35,000 subscribers, more than 25,000 comments, 42,446 likes, upwards of 12 million video views, and an estimated 23,679,338 minutes watched.