America’s Ride to Space
DIGITAL CAMPAIGN STRATEGY & EXECUTION / CREATIVE DIRECTION / COPYWRITING / PROJECT MANAGEMENT
CAMPAIGN OVERVIEW
The objective of this United Launch Alliance digital media campaign was to condition the legislative environment with messaging that emphasized reliability, historic and unrivaled accomplishments, and a proven track record in the space launch program industry.
The goal was to ensure space enthusiasts, legislators, and other influencers inside the beltway clearly understood ULA's impact and critical role related to national security and the communications systems Americans depend on in their everyday lives.
In the past, key legislators had failed to understand the scope and value that ULA provided. Research revealed that private enterprises such as SpaceX had better brand awareness with the general public, including space enthusiasts and some key influencer groups. To position ULA to better combat these issues the campaign's highly positive messaging aimed to win hearts and minds while filling the information gap.
In the past, key legislators had failed to understand the scope and value that ULA provided. Research revealed that private enterprises such as SpaceX had better brand awareness with the general public, including space enthusiasts and some key influencer groups. To position ULA to better combat these issues the campaign's highly positive messaging aimed to win hearts and minds while filling the information gap.
CAMPAIGN METRICS
5M+
Total Ad Impressions
Total Ad Impressions
1.8M+
Total Video Views
Total Video Views
62%
Average Video Completion Rate
Average Video Completion Rate
846K+
Facebook Reach
Facebook Reach
6K+
Website Page Views
Website Page Views
Run Time: 3 Months
WINNING RESULT
The campaign was executed effectively and drove awareness of the company's reliability. ULA reported being better positioned when key legislative issues arose later in the year as it could focus on specific responses to those issues rather than address any need to explain the company’s track record.
