Driving recruitment for the Army through immersive digital content
Challenge
There were two main objectives to hit through our work with the British Army. Driving consideration for potential recruits, highlighting the benefits of a career in the Army and reimagining the existing Locker magazine for a digital first 16-24 year old audience.
Solution
Bringing The Locker magazine to life online. This format is interactive and engaging for our mobile-loving audience of 16-24 year olds and the content really pops on the phone. The fluid movement from story to story helps join up the multi-faceted world of Army life (from job role to travel to fitness and friendships).
Solution
Bringing The Locker magazine to life online. This format is interactive and engaging for our mobile-loving audience of 16-24 year olds and the content really pops on the phone. The fluid movement from story to story helps join up the multi-faceted world of Army life (from job role to travel to fitness and friendships).
Results
Our digital immersive story engaged users for 30% longer than the Army’s average website dwell time. On average users spent 4.39m engaging with our digital magazine.
30%
Longer dwell time than other content across the Army website
4.39
Minutes spent engaging with the digital magazine
