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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 II 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 WWII 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

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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.

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

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