Navy using YouTube celebrities in new ad campaign to reach more recruits


The US Navy is embracing social media influencer marketing in hopes of getting more recruits.

The new campaign, which was made in conjunction with VMLY&R, Google and Wavemaker, gave several social media influencer/creators a chance to go aboard Navy ships and submarines, giving a look at Navy life.

“Next year, the Navy is looking to recruit over 50,000 Sailors -5,000 of which are considered high-quality recruits- nukes, cryptologists and special warfare operators,” said Captain Matt Boren, chief marketing officer at Navy Recruiting Command.

According to the Campaign, the jobs are traditionally harder to fill, as they require individuals who are physically and mentally above average. To add to the challenges of filling ranks, many young people don’t have access to Navy recruiters.

By teaming with YouTubers, the Navy can now reach a massive audience.

“We do a good job of reaching those that already show a desire to join, but it’s important to look in new places and present the Navy in a new context,” Boren said. “Partnering with YouTube creators allows us to get away from the ‘shoot ‘em up’ military ads teens are used to seeing and provide an authentic look into life as a Sailor.”

The new series, “Sailor Vs.,” will pit YouTube celebrities against challenges created by the Navy, ranging from robotics to diving and other feats.

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