The British Army: Recruitment

 In January 2016, the British Army launched a new campaign aimed at broadening consideration and personal relevance of the force as a career to a wider group of 16-24 year olds and generating 10,000 new recruits. 

In March, they challenged Tonic to use their social media channels to amplify the campaign. I helped to create a high-impact social campaign across Facebook Army Jobs, Twitter, LinkedIn and Instagram. 

Over the course of the 11 days, the top performing posts showed a 300% increase in organic reach on Facebook and a 127% increase in engagement against the benchmark average. The Army saw a significant rise in applications and a resulting halo effect on the cost per application, dropped from £96.53 to £72.92.