How Strong is #WarriorStrong?
Stone Ward Empowers Veterans with Client No Barriers
Stone Ward client No Barriers, recruited a group of injured veterans to participate in their No Barriers Warriors program, Warriors to Summits, sponsored by Wells Fargo. No Barriers Warriors empowers veterans and transitioning service members with disabilities to overcome barriers and unleash their potential.
Stone Ward, No Barriers agency of record, executed an integrated marketing strategy to increase awareness about the upcoming expedition and engage its audience to follow the journey through social media, public relations and creative tactics.
Once the Warriors to Summits’ Team Gannett Peak was announced in May, the website was constantly updated with stories on their training and daily updates as they embarked on the 12-day journey. In social media, Stone Ward developed #WarriorStrong hashtag, which played a significant role in the Warriors to Summits expedition as a nod to the courage and strength of the participating veterans to rally the audience by showing their support.
No Barriers and Wells Fargo also teamed up with the Zac Brown Band, who, during select concerts, encouraged their fans to take the No Barriers #WarriorStrong pledge. By taking the pledge, participants vowed to respect, support and honor veterans for being an example of courage and strength both in their service and their transition back home.
To date, more than 3,700 supporters have taken the #WarriorStrong pledge, the Gannett Peak expedition recap video has been viewed over 185,000 times and WarriorsToSummits.org received a 20 percent increase in page views from 2014.
Take a look at some of the marketing materials below.