The Military Officers Association of America (MOAA) is the nation’s largest and most influential association of military officers with a mission of fighting for the benefits of military service members and their families.
MOAA wanted to increase membership. So, we developed a content-driven campaign as a series of videos created exclusively for officers. In one way or another, the videos all try to prove it takes an officer to know an officer. They're having the same experiences. And dealing with the same issues. Thanks to MOAA, they can join this officers-only community and help support each other.
MOAA’s objectives was to increase brand awareness, basic and paid membership, and drive member engagement.
To achieve these goals, we needed to create the sense of being a part of a higher cause. We needed to show the value beyond the tangible benefits of membership and show how this value was different than what other associations offered.
We injected emotional value into being a MOAA member by allowing all officers to be a part of something greater. Being a member meant it was inclusive and, at the same time, exclusive to officers, setting it as a higher order, separate from branch identity. We needed to drive all membership tiers, speaking to all - active, former and retired military and their families.
While we indirectly drove to membership, we surpassed campaign joins goals by almost 20% versus the previous year. Since we brought people to the website to experience the content, there was an increase of US site sessions through digital display by 10% and we did this with 22% less spending than the previous year.