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The military worked with Wavemaker and VMLY&R, as well as Google’s BrandUnit Team to create the campaign, which launches today.Creators include DALLMYD, the face behind YouTube’s largest scuba diving and treasure hunting related channel, YouTube science and tech educator Vsauce2, and William Osman.“YouTube creators are experts at connecting with a specific audience, so we wanted to partner with those that have high engagement amongst teens interested in highly-technical skills, math and science. Then we collaborated to come up with content that provided an inside look at careers in the Navy in a way that would resonate with their audiences. It’s all about authenticity and context,” Ryan Blum, executive creative director at VMLY&R said.“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. 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,” said Captain Matt Boren, chief marketing officer at the U.S. Navy.
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