Applications to join the British Army were plateauing. With social, political and demographic factors diminishing the recruitment pool, it needed to broaden its pool of potential applicants. Through insight, bespoke research and data analysis, it uncovered a new and surprising benefit with universal appeal – the sense of belonging. Storytelling channels, such as TV, cinema and VOD, showcased moments of authentic camaraderie and strong bonds, while using targeted media and executions helped exhibit a range of individual motivating factors for different audience segments. Social content invited potential applicants to engage individually with real soldiers and influencers. Regular soldier applicants rose by 38 per cent, reserve soldier applicants grew by 48 per cent, and the cost per application was significantly less than projected with increased media spend.