Case studies.
Integrated B2G defense procurement campaign.
Integrated B2G defense procurement campaign.
Context.
In May 2015, Oshkosh Defense, a tactical vehicle manufacturer for military and commercial markets, was preparing for the government decision on the multi-billion dollar JLTV contract that was predicted to drop at the end of summer. Given the size and scope of the JLTV contract, Oshkosh Defense faced fierce competition from heavyweights AM General and Lockheed Martin.
Banner's role.
Ahead of the award announcement, Oshkosh Defense tapped Banner's experience with complex campaigns to help them increase brand visibility while minimizing product specificities and diminishing competitor strengths. In recognizing the sensitivities of what content could be shared with a public audience, the Banner team devised specific earned and paid social media opportunities to showcase the company and its JLTV model, including promoting topical event coverage, creating an #ISpyOshkosh initiative, establishing #MoreThanATruck, and expanding audience reach. From an immediate launch on Memorial Day throughout the summer months, Banner shared a compelling and engaging content series.
Outcome.
During this time frame, we added 51,000 video views to two of Oshkosh's important videos, at a cost of $0.07 per view (as compared to an industry average of $0.10 per view). On Twitter, individual tweets received engagement rates between seven and 10 percent, more than double the industry average. Stocking the community with new followers, total Facebook likes for Oshkosh Defense grew 20% in this period, and individual post engagement rate soared as high as 15.7%. Concurrently, the Banner press campaign drove coverage in the automotive blogs and trades, along with top-tier defense and business outlets.
Stocking the community with new followers, total Facebook likes for Oshkosh Defense grew 20% in this period, and individual post engagement rate soared as high as 15.7%.