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QUICK NAVIGATION
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THE SOLUTION
The partnership between USAA and The HISTORY Channel aimed to honor veterans during Memorial Day weekend 2024 and highlight USAA's Poppy Wall of Honor installation on the National Mall. By aligning the campaign with HISTORY’s World War I programming, such as The Great War, the collaboration sought to reach and engage HISTORY's audience effectively. USAA wanted to leverage HISTORY’s passionate audience making the creative extend across all environments: digital, social and linear.
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CUSTOM CONTENT
Poppy Wall of Honor Video on HISTORY TVE and Linear
SOCIAL CAMPAIGN
Infographics highlighting the historical significance of the Poppy
Custom Video Spotlighting Poppy Wall of Honor
CUSTOM PRE-ROLL CREATIVE
Targeted to WWI programming
Lived on HISTORY digital platforms
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DIGITAL PROMOTION
Promotional tile on The Great War show page driving to USAA.com
SPONSORSHIP OF THE GREAT WAR
Promotional video to The Great War premiere
Surrounding branded linear promotional elements
USAA Custom Social Video
USAA Custom Pre-Roll Moina Michael
USAA Custom Pre-Roll Flanders Fields
CAMPAIGN RESULTS
Overall, the partnership not only honored veterans but also effectively leveraged engaging content to maximize visibility and audience connection during a significant time of remembrance. Panel study results showed that the partnership effectively communicated USAA’s brand attributes (patriotic, respectful and a brand with integrity) and educated viewers about the mission to honor our nation’s fallen heroes, finding audience in the right environment.
93%
Said they appreciate the sacrifices that military heroes and their families make to ensure our nation’s freedom
90%
Said the courage of our nation’s fallen military heroes is inspiring
88%
Said they appreciate USAA and HISTORY’s mission to honor our nation’s fallen heroes
87%
Said they appreciate learning the history behind American traditions of remembrance
83%
Said it was powerful to learn that the display of more than 600,000 poppies represents U.S. servicemen who have died in the line of duty since WWI
SOCIAL + DIGITAL IMPRESSIONS
Impressions on TikTok
2,600,000
Impressions on Facebook
2,392,556
Impressions on Instagram
402,504
Impressions HISTORY.COM
91,679
Source: HISTORY Makers Panel Survey. Pre campaign (5/17/24-5/20/24) and Post-campaign (5/30/24-6/10/24). Base: A18+ HISTORY viewers who took both pre and post campaign survey (n=409). Post campaign survey captured following exposure to content. All values reflect top 2 box results (strongly/somewhat agree). Social Sources: ListenFirst Social Tool, Meta Business Manager, TikTok Business Manger; Social media benchmarks in entertainment and media 4Q23 Hootsuite. History.com Source: Freewheel