Canadian Armed Forces
Challenge
Recruitment has become a major focus of the Canadian Armed Forces (CAF) as they continue to support both national and international interests through military activities. Unfortunately, snagging the right candidates is getting trickier. Obstacles like competition from other employers, misleading beliefs about military life, and shifts in the work world have made basic outreach efforts ineffective. That’s why the CAF aims to broaden awareness of military opportunities and connect with a wider range of people across Canada.
Solution
Feast rose to the challenge with “This Is For You,” a refreshing take on military marketing that shines a spotlight on everyday people and the moments that showcase their potential. From inspiring stories of resilience to tales of courageous actions, this innovative campaign is a testament to the human spirit and how one can use their unique qualities to make a difference in a military career.
A 90-second spot acts as the primary structure for the campaign’s creative outputs. Within the 90-second spot, we captured a variety of unique scenarios that could live on their own as 15-second and 6-sec spots. Photographic stills were captured on-set to extend outputs for the campaign. The 90s spot premiered in cinemas across Canada in English and French from February 25 to March 9, 2023, and was supported by OLV in digital, programmatic, and social media. Another phase of the campaign launched in April 2023 with the addition of DOOH.
Results
The This Is For You campaign significantly outperformed the previous campaign across key metrics year over year. Year over year, the results speak for themselves:
– Increased Start Application clicks by 106.2%
– Impressions increased by 38.95%
– Clicks increased by 47.82%
– The click-through rate increased by 67.38%
– Conversion rate increased by 104.6%
– Cost per click decreased by 20.05%
– Total CAF applicants doubled from previous year