Case Study: Influencing Defense Stakeholders for JLTV Program
Executed a high-stakes awareness campaign targeting U.S. Department of Defense decision-makers to support a Defense company’s JLTV bid. Managed multi-channel media including print, digital display, sponsored newsletters (AUSA, Defense News, Breaking Defense), and LinkedIn Ads. Reaching Defense professionals, delivered 12.4M+ impressions, and drove measurable lift in engagement from key military and contractor audiences during the RFP period and sustained market presence.
The Challenge
The Defense contractor needed to shape perception and support around its Joint Light Tactical Vehicle (JLTV) offering in advance of a major contract decision. The audience was highly niche—consisting of military procurement officials, Defense industry influencers, and DoD leadership—requiring a credible, targeted, and multi-platform campaign.
The Solution and Strategy
Channel Alignment:
Activated a cross-platform strategy combining industry-trusted publishers (e.g., AUSA, Defense News) with high-credibility LinkedIn placements to reach both uniformed personnel and civilian Defense decision-makers.Creative Focus:
Developed message variants emphasizing JLTV performance, innovation, and battlefield-readiness. Used a mix of native display, and singe image ad formats to highlight vehicle capabilities, awards, and strategic advantages.Audience Targeting:
Used 3rd-party data to reach military leadership, procurement officers, and government contractors. On LinkedIn, campaigns targeted senior DoD titles, Defense contractors, and acquisition roles.Publisher Integrations:
Deployed print and digital placements within targeted newsletters and Defense verticals to reinforce brand presence. Sponsored newsletters with tailored callouts aligned with procurement timelines.Measurement:
Focused on impression delivery, engagement, click-through rate, and publisher-specific brand lift metrics where available.
The Results
Delivered 12.4M impressions across display, newsletter, and print channels
LinkedIn campaigns reached unique Defense professionals, with a CTR of 0.92% (above B2G benchmarks)
Sponsored newsletter open rates averaged 38% across The Hill
High-level visibility supported successful award positioning and reinforced the Defense contractor’s leadership in tactical vehicle innovation
Key Takeaways
This campaign demonstrated the power of combining industry-trusted media partners with precision-targeted digital channels to shape high-level Defense procurement perception. A blend of print authority, digital scale, and tailored messaging helped the Defense contractor stay top of mind during a mission-critical RFP decision window.