Andrew Hamilton
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Marine Corps - Mobile App

What 5 Million Visitors Taught the Marine Corps About Content Marketing

What 5 Million Visitors Taught the Marine Corps About Content Marketing

Of the five military branches, the U.S. Marine Corps is the most globally revered and youngest with 85% below the age of 30. As Head of Strategic Communications, it was my mission to make mundane topics such as fitness, education, and mental health more accessible to an infantry of Millennials. The result was the creation of a web-native lifestyle news platform designed to spark conversation in a creative, refreshing way uncharacteristic of the military.

Our first challenge was to create an intuitive digital experience that integrated 23 disparate, inherently bureaucratic services delivered at 18 military bases across the world and make them feel holistic and approachable without sacrificing perform

Our first challenge was to create an intuitive digital experience that integrated 23 disparate, inherently bureaucratic services delivered at 18 military bases across the world and make them feel holistic and approachable without sacrificing performance. This lightweight, but content-heavy website was built using HTML5 to ensure sweeping compatibility and responsiveness, while infused with a bright color palette and iconography to differentiate service offerings.

A visual, editorial experience meant the site required beautiful imagery presented in a bold way. For this we adopted an infinite scroll format, which allowed stitching together full-bleed video and high-end photography in a purposeful, curated fash

A visual, editorial experience meant the site required beautiful imagery presented in a bold way. For this we adopted an infinite scroll format, which allowed stitching together full-bleed video and high-end photography in a purposeful, curated fashion. The user experienced the story while scrolling through the content, making it vastly more immersive and emotionally intelligent.

As the first mobile app and UX optimized for smartphones, we were committed to a usability first approach for those deployed in remote locations. Our goal was to enable users to discover services effortlessly through content marketing. To improve th

As the first mobile app and UX optimized for smartphones, we were committed to a usability first approach for those deployed in remote locations. Our goal was to enable users to discover services effortlessly through content marketing. To improve the conversion rate, we localized hotspots and click-events to deliver relevant data based on the proximity to the nearest base.

Though met with skepticism from a historically “tough” brand, this lifestyle website became regarded as the most ambitious in the organization’s history, amassing 2 million visits in the first year. With a keen focus on SEO-optimized content and dyn

Though met with skepticism from a historically “tough” brand, this lifestyle website became regarded as the most ambitious in the organization’s history, amassing 2 million visits in the first year. With a keen focus on SEO-optimized content and dynamic headlines, it fueled social media channels and earned media campaigns. It also provided the Department of Defense and Congress with unique behavioral insights and the freedom to conduct market research with ease.