Army Recruitment

MG OMD

Post lockdown, a tough economic environment had led to an overall decline in Army applications in the UK. ,

To support UK defence, ministers set monthly Army recruitment targets. Market mix modelling revealed digital display to be a key contributor to overall monthly applications. Digital display plays a large role in delivering applications, however, it needed to become more cost effective and deliver improved effectiveness to stay a valuable recruitment channel for applications. Our ambition was to identify the challenges and barriers to response facing each of the Army’s strategic audiences, across digital prospecting and re-targeting activity.