Defence and aerospace technology company Northrop Grumman wanted to overcome perceptions that the industry is boring or rigid, and show that it is both innovative and welcoming.
It decided to use a selection of comedy vignettes that would show a side of the company never seen before, titled ‘Overheard at Northrop Grumman’. An initial series of 35 vignettes humanised the company and helped to show an approachable culture.

From November 2021, the company dropped new ‘Overheard’ spots into its advertising rotation to amplify the brand in a unique way. The audience spanned LinkedIn, Facebook, Instagram, Twitter, YouTube and Reddit, but copy was tailored to each channel. Posts had cultural relevance and showed up during key calendar moments for the target audience.

The vignettes proved hugely popular with the audience, generating high engagement across all platforms, making it Northrop Grumman’s most successful social campaign to date.