2009 ECHO Award - AMDIA

GOLD THE
22
BUSINESS AND
CONSUMER SERVICES
U.S. NAVY NEEDED TO
COMBAT WHAT IT CALLED THE
“MOM MOMENT”: that moment
when a mother says, “Not my child!”
Decades of experience showed that
traditional marketing and advertising
approaches were limited, so the Navy
turned to an online peer strategy and
invited Navy mombloggers to join
NAVYForMoms.com. A variety of
media reached out to questioning
moms and encouraged them to speak
directly to other mothers through the
site. Site registration surpassed annual
goals in six months and a study in
the target region found that mothers’
support for their child’s enlistment
rose 25%.
CAMPAIGN NAME – Navy Infl uencer – NAVYForMoms.com
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – Campbell-Ewald
VICE CHAIRMAN, CHIEF CREATIVE OFFICER – Bill Ludwig
CLIENT – Navy Recruiting Command