To meet rising recruitment targets in a competitive job market, the British Army needed to show a Gen-Z audience what it could offer and why that was relevant to them.
Research found confidence among soldiers was built through mental resilience training, and grew stronger through challenges and support. And once soldiers found it, it lasted – during military operations and back home. Other research found 89 per cent of the target audience think confidence is key to achieving success in life, but their confidence was delicate and relied on short-term boosts.
For this campaign – the fourth iteration of the ‘This is Belonging’ drive – the tagline was: “Confidence that lasts a lifetime". It launched with provocative out-of-home posters and a TV spot challenging the short-term promises of confidence, designed to spark conversation at national scale.
Activity was staggered to achieve greater impact. Pre-launch media briefings with defence correspondents explained the campaign rationale in detail, and soldiers told their own stories.
The campaign secured more than 310 pieces of coverage, including with every national newspaper and broadcaster. Positive sentiment for the campaign was higher than in previous years, with 97 per cent positive or neutral. The initial launch post on Twitter had over 4,000 interactions, up 52 per cent versus 2019.
Four days after launch, the record was broken for the highest number of applications received in a single day. One month later, 141 per cent of the Army’s application target was reached.
Great integrated campaign – using the strategy through all media comms.
#ThisIsParenthood by Golin x The Brooklyn Brothers for Waterwipes
With babycare marketing projecting images of perfect parenting that cause many people to feel like they’re failing in the role, #ThisIsParenthood flipped it on its head by celebrating the 'perfectly imperfect' world of parenthood. It documented and shared the stories of real people from across the world during the highs and the lows of their first year as parents. Video views topped 6.5 million and there were 1,000 pieces of coverage. Waterwipes brand awareness grew six per cent.
Life on Mars by Tin Man for The Institution of Engineering and Technology
Lucozade Sport: The Movers List by The Academy for Lucozade Sport
Wray Residencies by 3 Monkeys Zeno for Wray & Nephew