THE ROYAL NAVY LEAD UK DIGITAL AGENCY

The challenge

Five years ago, e3 won the Royal Navy contract on the day their new website was launching. Our brief was to support the new site and iron out the remaining bugs. But it wasn’t going to be quite that simple. 
 
The Royal Navy’s digital presence needs to do a lot for a lot of people. Overcoming what they call ‘Sea Blindness’ – people not knowing what they do or why they’re important – is key. 
 
Digitally, this means everything from communicating its purpose and role, recruiting the future of the Royal Navy, and influencing opinion leaders and politicians, to supporting service people and their families, and being the definitive source of Royal Navy news. All in one place.


That’s where we came in. Things have changed since that day three years ago: e3 is now the Royal Navy’s lead digital agency. 

The solution

To truly understand the Royal Navy’s digital challenges we have been involved in all parts of their story, even spending a week at sea aboard HMS Sutherland to gain invaluable first-hand experience of Navy life. 
 
This has enabled us to define their digital and social strategies to focus on the storytelling approach you’ll find across the overhaul of their digital presence. 
 
We’re getting to the heart of what drives people to join, redirecting the efforts of the news and video teams toward a more storytelling approach, and harnessing audience advocacy to create social awareness of what the Navy does. A content-first, mobile-optimised website launched in May, and we’re continually optimising the digital recruitment journey. At the moment, we’re talking to the First Sea Lord (Admiral Sir George Zambellas) on how digital can help with job retention.

All this, and much, much more, means we’re proud to count the Royal Navy as one of our lead clients. 
 
What we’ve done for the Royal Navy:

  • The main www.royalnavy.mod.uk website for desktop and mobile audiences
  • Integrated recruitment campaigns (Working in collaboration with WCRS and Carat)
  • Digital strategy and consultation
  • Recruitment digital brochures 
  • Brand tone of voice and guidelines
  • Social media activity and strategy

The results

Digital is a key recruitment and communications channel for The Royal Navy. e3’s optimisation and continued improvement of the website has driven up year-on-year engagement and interaction. This is where we are to date:


  • The efficiency rate of converting unique site visitors to finished applications has improved by 202%, resulting in 9,897 applications in July 
  • 182% increase in video engagement with 88.5 days viewed in July  
  • 74% increase in average duration for mobile users, from 1m 55s to 3m 20s   
  • 641% increase in traffic to core functions pages (1,787 page views to 13,243) Shortlisted for no less than 15 awards including, the DADIs, BIMAs, Digital Impact Awards and Personnel Today
  • Voted in the top 3 most engaging and impactful careers website by the Times Top 100 Graduate recruitment awards (next to Rolls Royce and Microsoft) 

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