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THE SOLUTION
Built surrounding Veteran's Day timing, The HISTORY Channel and USAA came together to honor the courage, sacrifice, and resilience of America’s elite Special Operations Forces through The Warfighters: Battle Stories. USAA was seamlessly integrated into the program’s introduction, hosted by COL (Ret.) Gus Huerter, U.S. Army, setting the stage before the documentary transitioned into raw first-person accounts, archival footage, and cinematic recreations that brought authentic battlefield stories to life. A robust multiplatform strategy amplified the premiere with on-air marketing elements and social amplification. The campaign was further elevated by earned media coverage, including The New York Times and Cynopsis, positioning The Warfighters as a meaningful tribute to those who serve and a powerful extension of USAA’s century-long mission to support the military community.
MILITARY PROGRAM INTEGRATION SURROUNDING VETERAN'S DAY
Presented by USAA, The Warfighters: Battle Stories delivered a powerful two-hour military program honoring America’s elite Special Operations Forces
Seamless brand integration within the program’s opening, hosted by COL (Ret.) Gus Huerter, U.S. Army, authentically aligned USAA’s mission with the documentary’s storytelling
ON-AIR SUPPORT
Robust on-air marketing support including a curtain raiser, taggable promos, and brand bridges to drive awareness and tune-in
Strategic amplification across linear to maximize reach around the premiere
SOCIAL AMPLIFICATION
Organic HISTORY Channel Instagram post supporting the premiere
USAA amplification through social re-share, extending reach and reinforcing brand alignment with the military community
EARNED MEDIA EXPOSURE
Earned press coverage in The New York Times and Cynopsis, elevating the partnership’s visibility and cultural relevance
Positioned The Warfighters as a meaningful national tribute and a powerful extension of USAA’s brand purpose
RESEARCH MEASUREMENT
Strong research results demonstrated meaningful audience engagement and positive brand impact
Measurement included awareness metrics, and brand attribute indicators validating the effectiveness of the partnership
USAA x Warfighters Integration Intro
USAA x Warfighters Taggable Promo for Social
CAMPAIGN RESULTS
From service to honoring; amplifying the voices of those who serve through authentic storytelling.
79%
USAA is a good fit with HISTORY
92%
appreciate USAA & HISTORY for honoring military families
82%
Admire brands that show support for our military & their families
COMMUNICATED USAA BRAND ATTRIBUTES
USAA honors military culture, including military holidays
+28*PTS
USAA proudly serves the military community & families
+16*PTS
USAA has products & service sdesign for military & families
+14*PTS
USAA truly values their customers
+13*PTS
ELEVATED BRAND PERCEPTION OF USAA
USAA Unaided Brand Awareness
+37*PTS
USAA Ad Awareness
+15*PTS
USAA Brand Favorability
+10*PTS
USAA Brand Consideration
+8*PTS
CUSTOM PARTNERSHIP RESONATED WITH VIEWERS
93%
felt the commitment of the American military is inspiring
88%
Appreciate hearing stories of dedication, heroism and brotherhood
76%
Felt the content is new and different from other content they’ve seen
75%
Felt the video reflects USAA’s commitment to supporting the military community
Sources: HISTORY Makers Panel Survey. Pre campaign (10/15-10/20/25) and Post-campaign (11/12-11/24/25). Base: A18+ HISTORY viewers eligible for USAA. Post campaign survey captured following exposure to content. All values reflect top 2 box results (strongly/somewhat agree or very/somewhat likely). *Statistical significance at 95% or higher confidence level. Statistical significance at 90% or higher confidence level. Lifts = the percentage point difference between Pre and Post campaign groups.