Navy Mutual Case Study

Navy Mutual Generates a 16% Increase in New Memberships After Running Nationwide Campaign With Military Spouse!

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Navy Mutual Aid Association

GOALS

  • Develop an omni-channel marketing campaign to create awareness within the Military Spouse and veteran target audience
  • Launch a national awareness campaign utilizing VIQTORY’S Military Spouse and G.I. Jobs first-party data sets, managed programmatic advertising and social media with VIQTORY’S publisher assets
  • Drive national awareness and gain brand lift around Navy Mutual memberships, targeting both veterans and military spouses

APPROACH

  • Leverage VIQTORY’S military first-party data with the Military Spouse and G.I. Jobs platforms in an advanced targeting campaign, utilizing managed programmatic marketing across key social networks
  • Utilize VIQTORY’s in-house military marketing expertise, first-party data and publisher assets to continually optimize a co-branded marketing outreach campaign

RESULTS

  • Navy Mutual gained 500,000+ impressions
  • Reaching over 400,000 unique veterans and spouses
  • More than 3,400 direct link clicks resulting in a 16% increase in new memberships

BUSINESS OBJECTIVE AND CHALLENGE

Navy Mutual provides affordable life insurance and annuities to active duty and veterans. Recognizing Military Spouses as the “influencer,” Navy Mutual needed a way to reach spouses where they are most active online and on their devices, and to do it at scale. That’s why they called on VIQTORY and The Military publishing network!

THE RESULTS

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Unique veterans and spouses reached

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Direct Link Clicks

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Increase in New Memberships

VIQTORY'S UNIQUE EXPERIENCE

Founded in 2001 by Navy veterans, VIQTORY established itself as the go-to resource for military transitioning to civilian education and employment. Since then, VIQTORY has built itself into a trusted leader in military spouse and veteran education recruitment, with unprecedented data-based insight into veteran and military spouse interests, skills and education-seeking behaviors.

VIQTORY’s rich data set, incorporates survey results, publicly available data, and predictive models built by in-house data scientists. Strong data insights combined with managed programmatic advertising, layered over an 18-year publishing record with brand-safe assets, helps clients reach millions of U.S. veterans and military spouses.

POWERFUL TARGETED MARKETING

First-party data enables VIQTORY to precision-focus on the audiences who matter most to their clients. First, VIQTORY helped Navy Mutual define who their target audience was through an audience discovery call. Numerous military-centric audience segments were considered, such as age, branch of military, rank, education, location, skill sets, and behavior.

Once a customized audience was identified, VIQTORY moved to market messaging. More than 18 years of publishing, advertising, and engagement, combined with first-party data, provides VIQTORY’S clients with deep insights into the needs, interests, and behaviors of the veteran community, which Navy Mutual leveraged. VIQTORY’S campaign teams, customer success teams, and strategists took a hands-on approach, meeting every 30 days to optimize the campaign.

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OMNI-CHANNEL MARKETING

Military Spouse® is a monthly full-color magazine and online community that addresses the unique needs and interests of the almost one million military spouses. Articles cover topics spanning deployment issues, consumer products, moving duty stations, career tips, celebrity interviews, relationship building, budgeting and family planning.

Combining print branding and digital content helped build brand awareness within the military community. This omni-channel approach puts the Navy Mutual brand at the front and center of the military community.

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Print + DigiMag: Military Spouse Magazine

  • Over 60,000 copies distributed monthly to all 250+ military installations globally
  • Over 100,000 page views on the digital magazine monthly
  • Distributed to over 25,000 Military Spouse registered users
  • Shared on all social platforms
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Sponsored Content:  Militaryspouse.com

  • Educated over 800,000 military spouses on the importance of taking care of their significant other through life insurance solutions.

Webinar:  MilSpouse Live

  • Communicated with military spouses all over the world and answered inquiries on the importance of life insurance and why Navy Mutual is the right option.

Schedule Your Free Military Recruitment Strategy Session

We help agencies, companies, schools and brands accelerate their recruiting, enrollment, and growth goals using our first party data across 3 trusted brands – G.I.Jobs®, Military Spouse®, and Military Friendly®.

Our flexible plans and cost-effective solutions help you attract and engage your desired audience in the least amount of time.

We’re ready to discuss your hiring, educational recruitment, or consumer advertising strategies to see where we may be able to help!