With a new communication concept, Soldier career aim to increase the understanding of their purpose.
With a new communication concept, Soldier career aim to increase the understanding of their purpose.
About the case
Brief:
A broadened and renewed communication concept that attracts Soldier career's target groups and increases understanding of the purpose of Soldier career, both externally and internally within the Swedish Armed Forces.
We did:
Concept & content
Channel & distribution
Numbers:
500k
people reached by the campaign during spring 2023
6
times that we reached the relevant target group
22%
lower cost, compared to benchmark
"To an outsider, it appears as two separate career paths... But for those with a part-time commitment, there are two options that both fall under an engagement and a choice."
Jacob Larsson, Project Manager & Copywriter at Keeparo
The challenge
Soldatkarriär (‘Soldier career’) is a job site targeted at people with a military education and experience from the Swedish Armed Forces. The qualifications and knowledge that these people possess are of high value in the labour market. Therefore, the Swedish Armed Forces, together with other employers and organizations, have started a collaboration that enables a part-time involvement in the Armed Forces combined with a long-term career at another employer.
Keeparo was commissioned to broaden and renew Soldier Career's existing communication concept to make it clearer, more powerful and up-to-date.
A communication concept that breaks through the noise
In close collaboration with Soldier career, we developed the concept "Two paths – one choice", with an updated and colorful visual expression and concrete messages that arouse interest and engagement. The concept highlights the opportunity for the target group to combine their civilian career with a part-time commitment in the Swedish Armed Forces. "Paths" represent both careers (civilian and military) and "choice" refers to Soldier career.
During the development of the concept, both film and photography were produced where people with a civilian career and a part-time involvement in the Armed Forces are highlighted in both environments.
Activation
With the new communication concept and material in place, the next step was to distribute it to Soldier career's target groups on social media, to increase both awareness and interest. With Keeparo's many years of experience in digital marketing, we ensure that the communication reaches the right target group, in the right channel and at the right time.
