Operation Onward Series Exceeds Viewership Expectations

In just under a month, REE Medical's "Operation Onward" series has garnered a staggering reach of over 715,000 viewers, significantly exceeding its initial expectations and demonstrating the power of influencer-led content in engaging with veteran communities.

Launched on August 4th, the first episode, titled "Military Makeover," featured Army veteran and media personality Ronnie Adkins and REE Medical CEO Patrick Schneider. The episode's immediate success has positioned the series as a valuable platform for sharing veteran stories and providing support for those navigating the complex VA disability claims process.

REE Medical, in collaboration with Refuel Agency and SPIRRA, crafted the eight-episode series to offer a genuine insight into the veteran community. Refuel Agency leveraged its extensive experience and proprietary military audience research to develop the content, while SPIRRA ensured the selection of influencers best aligned with the target audience. Together, they created a series that not only entertains but also educates and empowers veterans.

"The launch of Operation Onward marks a significant milestone in our mission to support veterans," said Patrick Schneider, CEO of REE Medical. "We believe that by providing a platform to share their stories, we can help veterans understand the resources available to them and the importance of seeking support."

The premiere episode, which brought Adkins and Schneider together to renovate a family home, resonated strongly with viewers. Adkins, known for his work in media and podcasting, brought a unique perspective to the series. His 91% audience match score highlighted his relevance and effectiveness in connecting with the target demographic.

"Veterans often carry untold stories and experiences that deserve to be heard," Schneider added. "Operation Onward gives them a voice and helps bridge the gap between their challenges and the support they need."

Refuel Agency and SPIRRA's combined expertise played a crucial role in the success of the series. The former utilized its Intelligence IQ, which includes proprietary military explorer research and creator analysis, to tailor the content effectively. SPIRRA, through its influencer marketing platform, ensured the right creators were selected to enhance distribution and engagement.

"The success of the first two episodes has been nothing short of remarkable," said Jeremy Davis, VP of Product at SPIRRA. "Ronnie's experience as a veteran and media operator is key to shaping real moments and connecting with the audience. The creators around each episode bring significant distribution, making the series both entertaining and informative."

The series continues through Veterans Day 2026, with plans to discuss the episodic model at the Military Influencer Conference in Tampa, Florida. The panel, "Not a Post. A Series.," will feature Adkins, Davis, Courtney Jane Casale, and Curtis Snyder of BMW of North America, examining how military creators, platforms, and brands can build, measure, and renew episodic campaigns.

REE Medical coordinates independent medical evaluations that help veterans document conditions for VA disability claims. The first episode, "Military Makeover," is now available to watch on YouTube, and viewers are encouraged to subscribe to the Operation Onward channel for upcoming episodes.