With the right content and smart distribution, soldatkarriär.se reached their target groups.
With the right content and smart distribution, soldatkarriär.se reached their target groups.
About the case
Brief:
Content and distribution in digital media to raise awareness and interest in the job site soldatkarriär.se.
We did:
Concept & content
Channel & distribution
Numbers:
599k
reached by the communication in 2020
30k
Visitors to soldatkarriar.se in 2020
5,8 %
CTR (benchmark 3 %)
”In our relatively complex mission, where reaching the right target groups has been extremely crucial, the results have exceeded our expectations. Keeparo has also been attentive, thorough and precise in the channel customization of materials used in the campaign. Here, as well, Keeparo demonstrates high levels of expertise and professionalism.’”
Jonas Wannberg, HR strategist with the Swedish Armed Forces
The challenge
Soldatkarriär(‘Soldier Career’) is a job site targeted at people with military training who have chosen to serve part-time in the Swedish Armed Forces. It announces job and training offers from companies and organizations that see the value in their employees having skills and expertise from both the Armed Forces and civil society.
‘Soldier Career’ is a collaboration between the Swedish Federation for Voluntary Defence Education and Training and CareerBuilder. The client is the Swedish Armed Forces and when they wanted to highlight the employer relationships they have with multiple different companies in Sweden, Keeparo was given the assignment to photograph, interview, write and distribute articles in digital media.
Content for digital and social media
Seven articles were distributed in digital media throughout Sweden. Keeparo called on our many years of experience in digital marketing to help Soldier Career write engaging articles and make sure that they were placed where their target groups would see them.
To further increase awareness and interest in Soldier Career, we developed a contentplan for the entire year. We developed Soldier Career’s visual profile and created a communication platform for content on Soldier Career’s Facebook and Instagram pages. We produced employee portraits, employer portraits, and short, compelling films about Soldier Career’s mission.
The common thread
Henric Lütz, Creative Lead at Keeparo, emphasizes the importance of having a distinctive expression in order to be recognized and stand out from the crowd.
– Creating a common thread through all of the material we’ve been working with was extremely important. Soldier Career also wanted to seize the opportunity to differentiate its communication from that of the Swedish Armed Forces. With that in mind, we developed unique colour combinations along with the classic camo pattern. The results show that it worked.
