OVERVIEW
  • Employer – U.S. Army Central California Recruiting Battalion
  • Industry – Military / National Event
  • Date – 2024/2025

Overview: To start the celebration of the Army’s 250th Birthday, the United States Army entered a float into the Tournament of Roses Parade showcasing over 250 years of service. Under the direction of the Army’s Recruiting Command (USAREC), their 6th Recruiting Brigade was in charge of the overall social media for the parade.

 

Research: Social media planning began in October 2024, with multiple meetings and revisions shaping the overall strategy. To enhance coverage, leadership brought in the Central California Recruiting Battalion’s social media specialist, recognized for their expertise in event coverage. It was determined that they would manage content for the Los Angeles Recruiting Battalion’s Instagram during the event.

GOALS

Goals & Objectives: From that his overall goals were to;

  • Raise awareness that the Army had a float in the 2025 Tournament of Roses Parade
  • Raise awareness that the Army would be tailgating at Fan Fest during the Rose Bowl game
  • Raise awareness that the Army would be at Float Fest after the parade.

From that the measurable objectives were to;

  • Reach 50,000 people on Instagram
STRATEGY

Below are the tactics that were used during the week.

  • Social Media Creation: Created and managed real-time social media content for the U.S. Army’s participation in the Tournament of Roses Parade events, showcasing soldiers, the Army float, and behind-the-scenes moments to engage and inform the public.
  • Event Photography: Captured event photography during the parade week, documenting key moments, service member participation, and behind-the-scenes highlights for social media.
  • Video Creation: Produced short-form video content, capturing highlights from the parade, behind-the-scenes footage, and parade-day moments to enhance engagement.
  • Talent Relations: Collaborated with 1st Lieutenant and current Miss U.S.A. Alma Cooper where we create engaging social media content, highlighting her interactions with the public and her participation in parade events.
  • Social Media Influencers: Partnered with several Army organizations to amplify the U.S. Army’s presence at the Tournament of Roses Parade, expanding reach and engagement by sharing exclusive content with their audiences.
RESULTS

Below were the final results.

Below are the overall results.

  • Total Posts – 24
  • Overall Reach – 151,184
  • Impressions – 194,205
  • All Engagements – 120,775
  • Reactions/Comments/Shares – 6,314
  • Engagement Rate – 4.18%

The reach of our audience was 151,184 people. That was a 202.37% increase from the original measurable objective.