HAPPY BIRTHDAY! OORAH!
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The Marine Corps birthday—November 10, 1775—is a big deal in Marines culture. The challenge here was to take something exclusive to the culture of the Marines and make it more inclusive to their target: prospective recruits.
We saw an opportunity to make the Marines' annual birthday video more relevant, since the previous year's video had just 46,000 views. Our answer was to create three sharable video shorts. The launch video, “The Hymn,” which uses the sounds of the Corps to “perform” the Marines Hymn, hit 1 million views in 7 hours.
By the end of the week, our campaign hit 5 million views on the Marines' Facebook page alone, and we got a-million-plus additional views from reposts.
For the first time, "Happy Birthday Marines” and “Happy 239th Birthday” were globally trending topics on Twitter. The clients loved it. No doubt, ending the year on this high note helped J. Walter Thompson renew its contract with the Marines just a few weeks later and preserve their 68-year relationship.