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Memorial Day 2018 Guide to Organic and Paid Advertising Content

Akvile DeFazio
May 23rd, 2018
Akvile DeFazio

For most of us, Memorial Day is a time to reflect on those we know who have served, to be with family, maybe go on a vacation or trip somewhere to celebrate. For social media marketers, it’s a great time to think about how you can offer related content or campaigns that your customers will respond to and will humanize your brand.

Memorial Day is only a week away, and it’s a big deal for US-based companies and those that have US-based markets. It’s a holiday that customers feel strongly about and can invoke intense emotions around love, pride and family. As a bonus, it often marks the start of summer, a time of light and reprieve from the harsh winter months. In summary? This holiday provides a very interesting springboard for marketers to utilize and connect, and could show great ROI depending on your strategy.

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Organic Content

Let’s start with organic content. This can be anything from a social post, to a newsletter article, to a landing page, but can ultimately be repurposed for a killer Facebook Advertising campaign (more on that to come). What you choose to create solely depends on your industry, your location and your targeted audience. To get your brainstorming started, below are just a few ideas:

Holiday Weekend Offers or Discounts

Do you have a huge Memorial Day sale? Or a one-time offer for veterans? Shout it from the rooftop and let your customers know! Take quality photographs of your product, or lead people to a landing page that allows them to use the active coupon.

Highlight a Veteran Customer/Client

People love hearing from other people, and especially want to hear a veteran’s point of view. While you probably already have a testimonial program in place, now would be a good time to spotlight a veteran who works on your team or has collaborated with you as a client. This can take the form of a graphic, video, or simple quote.

Champion a Related Cause

If your company has a Corporate Social Responsibility program or you regularly donate a portion of your profits to an organization like the Wounded Warrior Project, tell your customers about that organization and promote their mission statement. This will connect your audience and will give the charity’s message a larger reach, while also creating good feelings around your brand.

Show Off Patriotic Products

If you sell food, clothes, stationary or anything that can be customized for Memorial Day celebrations, be sure to include those products in any creative that goes out.

Whatever you choose to go with for content, be sure that it feels genuine to your brand and that it means something to your customers.

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Paid Social Advertising

Now that you have your content created and scheduled, you’d like to include it in a Facebook Advertising campaign. Here are just a few ideas for relevant audiences you can target:


  • Memorial Day
  • Veterans Day
  • Military
  • Military.com
  • Army
  • United States Army
  • United States Air Force
  • United States Navy
  • United States Armed Forces
  • US Military Veterans
  • Navy
  • Air force
  • Veterans
  • Marines
  • Armed forces
  • Soldier
  • Military academy
  • United States Military Academy
  • Military reserve force
  • Support Our Veterans
  • Supporting Our Veterans
  • Military Times
  • Military Spouse
  • Army Wife Network
  • National Military Family Association
  • Army Mom Strong
  • Army Wife 101
  • Military Spouse Central
  • I love someone in the military
  • Navy Wife
  • Navy Wives Clubs of America


  • Veterans (US)
  • Military (Global)
  • Veterans in home


  • United States Marine Corps
  • United States Navy
  • United States Air Force
  • United States Army
  • United States Army Reserve
  • Army National Guard
  • United States Coast Guard
  • United States Coast Guard Reserve
  • United States Department of the Air Force
  • United States Department of the Army
  • U.S. Military
  • Air force
  • Army

Job Title:

  • Veteran
  • Army National Guard
  • Marines
  • US Marine


  • Veterans

Are these the only target audiences you should use in your Facebook Ad campaign? Absolutely not! Feel free to go out and try different things – you can even A/B test different ad features to see what works best. And if you have any questions, please don’t hesitate to reach out to us.

Have a wonderful Memorial Day, and thank you to everyone who has or is currently serving.


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