Karmarama | Accenture Interactive: Encouraging people to join the Army by increasing engagement and conversion rates

Karmarama | Accenture Interactive: Encouraging people to join the Army

Karmarama won an award for the category ‘Recruitment website, app or campaign ‘ at The DADI Awards 2018. We find out what challenges and strategies they used to produce this award-winning concept.

The challenge

Encouraging people to join the Army isn’t like asking someone to try a different tea brand or buy a new kettle. A decision to join the Army is a decision to change your life, so we had to look beyond traditional advertising to reach our goals.

The strategy

To motivate this life changing decision we brought data, tech and creative experts together to uncover a deeper human benefit to joining the Army.

Qualitative interviews, quantitative research and data analysis revealed a key powerful emotional driver that attracted people to The Army beyond skills and adventure. The notion of belonging to a brotherhood and sisterhood, of experiencing powerful bonds that support you, give you purpose and encourage you to grow.

Campaign objective

To motivate people to make the life changing decision to join the Army we had to make it actually feel attainable to people put off by intimidating stereotypes.

The campaign

We developed tailored content to potential candidates, served at the right time and in the right context – increasing engagement and conversion rates whilst significantly decreasing media spend.

We tackled these head on and created one of the most talked about Army campaigns of all time - entering culture across the nation’s TV, newspapers, & social networks.

The Results

Despite virulent criticism from some quarters, the campaign has seen a big spike in registrations and applications to join. Applications for regular soldiers for the last three months are tracking 18% over 2017 levels. It’s a case study that shows you have to be brave to win.

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