Overview
Since 2019, Kinetix has partnered with the Louisiana Army National Guard (LANG) to deliver one of our most ambitious and results-driven digital marketing campaigns to date. The collaboration has been pivotal in helping LANG meet and exceed recruitment goals through bold creativity, precision targeting, and data-driven optimization.
Client Background
The Louisiana Army National Guard needed to increase awareness and enlistment interest among potential recruits across the state. With recruitment becoming increasingly competitive, LANG issued a Request for Proposals (RFP) for a digital partner that could deliver measurable results.
Kinetix was awarded the account based on our strategic approach and deep understanding of targeted digital advertising.
The Challenge
LANG set aggressive goals:
- Increase qualified soldier leads by 20% year-over-year
- Grow social media audiences by 5% annually
- Improve community engagement and online reputation management
These objectives demanded a digital strategy that could:
- Reach young, tech-savvy audiences
- Stand out in a saturated media environment
- Adapt to regional preferences and evolving campaign needs
Our Approach
Goals
- Maximize digital lead generation for potential soldiers
- Expand LANG’s digital footprint and social engagement
- Maintain flexibility to shift creative and targeting based on data trends
Creative Strategy
We customized campaigns by region, using dynamic visuals, impactful video, and infographic-based storytelling. Our messaging was refined to resonate with the interests and lifestyles of target demographics, especially Gen Z and Millennials.
Platforms Utilized
- Google Search & Display
- Performance Max Campaigns
- YouTube Video Ads
- Facebook & Instagram
- Twitch Advertising
This multi-platform strategy enabled us to meet recruits where they were already active online.
Execution Timeline
The campaign followed an annual cadence, with quarterly creative refreshes. This structure allowed our team to:
- Respond to new recruitment objectives
- Apply insights from analytics
- Experiment with ad formats and placements
Results
We defined success not just by impressions or clicks, but by lead conversions—measured as users submitting interest forms on LANG’s website. Highlights included:
- Steady year-over-year lead growth driven by form submissions
- Sustained increases in website traffic and session engagement
- Growth in social media followers and post interactions
- Enhanced brand recognition across target parishes and regional markets
Conclusion
The LANG campaign showcases the power of strategic digital advertising paired with adaptive execution. It also highlights Kinetix’s ability to manage government accounts with professionalism and performance accountability.
This multi-year success story continues to evolve and is a model for how mission-driven organizations can leverage digital media to meet measurable goals.
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