The British Army: This is Belonging

The British Army used tagging technology, machine learning and AI to change its communication strategy and successfully increase applications among different target groups across the UK.

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.


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.

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