Campaign details
Agency: Karmarama
Previous army campaigns motivated applications from people who were most likely to join anyway.
Communications needed to work harder to increase applications across all streams from a broader pool of people.
Strategy
To begin, Karmarama's strategists took a data sample of previously successful recruits and matched this into their Continuum datapool – a proprietary aggregated database of 48m UK adults.
From there, tech experts used neurolinguistics to model their interests and behaviours. A unique algorithm scraped social profiles of soldiers and matched the time stamps of their interaction with the army to what they were...