Gen Z-focused 'team player' messages increased Army applications while reducing acquisition costs.
Marketers for the British Army were tasked with growing applications by 24% year on year. They needed a strategy that did not increase cost per application, was sustainable in the longer-term, and appealed to diverse demographics.
Analysis showed young people with a ‘team player’ mindset had the highest propensity to join the Army. Creative strategy was therefore developed to speak to Gen Z’s take on team-related values such as commitment and banter, with media planned to target different need states using a broad range of channels.
Evidence of effectiveness includes two years of above-target rises in applications and falls in the average cost per application.