National Museum of the United States Army Launch

The National Museum of the United States Army, the last museum dedicated to a branch of the Armed Services, was 200 years in the making. Our task was to create a compelling and authentic campaign to launch with the museum’s grand opening. The Army’s history, deeply intertwined with American battles and wars, also includes stories of innovation—whether in medicine or technology—that have had a lasting impact on our everyday lives.

These stories can’t be separated from the American experience; they are one and the same. From this insight, I developed the campaign theme: “The Story of Us.”

The visual campaign I designed included digital and social media ads, as well as a fully developed Facebook Instant Experience, which I crafted to engage users in an interactive and immersive way.

My Role:
Art Direction
Graphic Design

Deliverables:
Digital Ads
Social Media assets
Interactive Experience

The Team:
CD: Matt Walker
Copywriter: Mike Stango

Results
Museum website saw a 500% increase in web traffic

Total Campaign Impressions Delivered: 7,550,952

1,486,892 Impressions with a .66% CTR on FB and Instagram

333,396 Impressions through Programmatic Display

34.94% Conversion Rate and 13.6% CTR through search engine marketing

Awards & Recognition
HSMAI Adrian Award in Advertising, Consumer, Silver

HSMAI Adrian Award in Digital Marketing, Integrated Marketing Campaign, Bronze

W3 Silver award for The Story of U.S., Campaigns - Marketing Effectiveness