"Mind Over Matter"
BHM 2023
The U.S. Army was tasked with creating a 2023 Black History Month social media campaign that was both culturally captivating and targeted Gen Z for recruitment purposes.
The challenge was to create a campaign that felt relevant to a younger, social-first audience while connecting the legacy of Black service and achievement to the strength, resilience, and ambition of those writing their own stories today.
From there, the idea “Mind Over Matter” was born, derived from a popular colloquial saying.
The campaign centered on the power of an unlimited mindset grounded in the idea that when you put your mind to something, you can achieve anything.
Through social-first storytelling, the campaign celebrated Black excellence, perseverance, and the determination to overcome obstacles.
As concept creator and lead writer, I developed the campaign idea and led the writing across the GoArmy Black History Month social campaign.
The work helped drive a 33% increase in social engagement and impressions, turning a cultural moment into an opportunity for meaningful audience connection.
Social Content Assets
Beyond the Black History Month campaign, I also developed social content for GoArmy across Facebook, Instagram, X, LinkedIn, and YouTube Shorts.
The work covered a range of topics designed to inform, entertain, and connect with prospective soldiers and the broader Army community.
Across platforms, the content generated 500,000+ likes, 1,000+ reshares, and hundreds of comments.
The social content reached audiences across multiple stages of the recruitment journey showcasing the full capabilities of what the Army has to offer.
