Propellant Media was tasked with designing and executing a digital campaign that could generate awareness and drive qualified traffic to the official Special Warfare recruitment landing page:
https://www.airforce.com/careers/special-warfare-and-combat-support/special-warfare?utm_source=propellantmedia&utm_medium=agf
The campaign needed to:
- Leverage addressable and standard geofencing
- Utilize both video and static ad formats
- Target males in the southeast
- Focus on users interested in outdoor adventure, video gaming, and those connected to military families/veterans
What We Implemented
Propellant Media deployed a multi-layered geofencing and audience targeting strategy, combining addressable geofencing (household-level targeting) and standard geofencing at high-value physical locations such as gyms, outdoor retail stores, gaming centers, and veteran-related community events.
Key actions included:
- Audience Development: Created interest-based profiles focusing on males who enjoy outdoor activities, gaming, and military culture, including those with potential family military connections.
- Creative Execution: Designed a mix of high-impact static and video ad units showcasing the elite nature of Air Force Special Warfare careers.
- Landing Page Alignment: Directed all traffic to the Air Force’s official Special Warfare page, capturing highly engaged users interested in learning more or applying.
Here is a sample video we used for the campaign:
https://www.loom.com/share/1b2feeb681f9446ea50373919bfb45c3?sid=3db4e15c-b4dd-4ced-a195-0bfbd0bf618e
Results of the Campaign
The campaign delivered exceptional reach and engagement, exceeding initial performance expectations:
- 1,403,000+ impressions served to the highly targeted audience
- Over 2,100 qualified clicks driven to the official Air Force Special Warfare landing page
- Engaged a highly specialized audience in a cost-efficient manner, balancing reach with recruitment relevance
The campaign demonstrated the effectiveness of Propellant Media’s geofencing and audience targeting expertise — reaching individuals most aligned with the Special Warfare profile while maintaining strict focus on recruitment objectives.
Overall Impact To Recruitment Efforts For The Airforce
This campaign highlights Propellant Media’s ability to design and execute complex, multi-layered recruitment marketing strategies that combine precision geofencing, behavioral targeting, and creative storytelling.
By driving over 2,100 qualified prospects to the Air Force Special Warfare recruitment portal, the campaign provided meaningful engagement and reinforced Propellant Media’s expertise in military and elite forces recruitment marketing.