Best Advocacy Online Ad, Best Non-profit Online Ad

Since 2003, Wounded Warrior Project® has provided services and support to post-9/11 veterans and their families as they transition from active duty to civilian life. Their services include everything from mental and physical health support to career counseling to recreation and social bonding – each designed to create stability for returning service members.

Put another way, Wounded Warrior Project has a breadth of specialized offerings, programs, and services. And that is exactly the kind of story that Infillion specializes in telling.

Infillion, Two Tango, and Wounded Warrior Project created a Content Collection unit for this brand. Content Collections are like an entire microsite delivered in an ad format. They contain multiple paths, each with its own specific, focused content. The net result is the opposite of a “one-size-fits-all” experience; instead, it creates a deep flexibility for personalization. This is perfect for brands with a large suite of offerings, like Wounded Warrior Project.

The ad creative offered Mental Health, Physical Health, Social Connection, and Financial Wellness pathways. Each pathway details specific ways Wounded Warrior Project can help – designed to appeal to both veterans and their family members – along with multiple exit points that can lead the user to the Wounded Warrior Project website that interests them the most.

Users were clearly interested in Wounded Warrior Project’s mission – and the ad’s performance showed it. With 97% VCR and 3.1 average interactions, curiosity was piqued, resulting in statistically significant upper and middle funnel brand lift.

Contributors:

INFILLION

Location: United States