The Army

Recruiting the right targets

The Army was experiencing a shortfall in a number of roles – non-related jobs that range from Linguists to Systems Engineers and HR Specialists to Geotechnicians – and wanted to increase high quality applications. The target audience was 18-34 year olds unlikely to have considered a career in the Army.

We developed a comprehensive online media strategy that targeted active jobseekers – offering them an exciting alternative to your average 9-5 job. How did we do it? We used interesting, original ways to gain our audience’s attention – all while making sure the messaging was just right.


Following extensive testing, research and focus groups, we identified that the key to the success of our strategy was to tell an authentic story from beginning to end. This meant giving the audience as much detail on the roles as possible from the start, as well as educating them about the opportunities for training, development and qualifications on offer.


We refreshed the previously combat-focused creative to show the key sells: camaraderie, training, variety and the fact you can really make something of yourself and your skills. We used Tumblr to house our content and with our target audience in mind, we updated the job titles and crafted the content to reveal the true nature of the roles.


50 %
reduction in spend

30 %
reduction in CPA

70000 +
Tumblr visits


UK Graduates Site

Herbert Smith Freehills

Taking graduates above and beyond

Global Graduate Campaign


Taking graduates on an adventure