DEFENCE FORCE RECRUITING
The Task
DFR were looking to develop strategies to overcome Inflencer mindsets (inflencer’s being parents and family members) who would advise and mentor 18-22 year old potenital recruits. The primary misconception was, the skill set learnt in the Defence Force was not transferable into day to day working life.The Strategy
Digital Bravado created content which located previous Defence Force memebers who had sucessfully started their own business, ranging from Landscaping businesses, to Crossfit Gyms. The content was then rolled out across various marketing channels adn News worthy outlets in a manner which was informative and delivered directly to the primiary target audience.The Results and Outcomes
Uplift in New Recurits
The results saw a notable uplift in recurits at Defence Force Recuruting touring days in markets where the content had been delivered across News and Social channels.
Dispelled Misconceptions
Defence Force Recruiting implemented their own market research and found that this type of content being delivered in News worthy contexts had been capable of presenting positive outcomes from a career starting in the Defence Force and dispelling previous misconcpetions.
Leveraged a New Marketing Channel
Due to the success of this campaign the Defence Force went on to implement content focussed strategies into other aspects of their primary marketing objectives, including Women in Defence.
Achieved Complex Marketing Goals
Implementing this content strategy helped the Defence Force to achieve complex marketing goals that lead to a successful campagin and resulted in a new channel to support the overall marketing strategy of Defence Force Recruiting.