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How we did it

The Challenge

Becoming Royal Marine requires focus and determination like no other. We were challenged to engage a new audience, using Instagram as a platform.

A Royal Marine requires very special talents: a focus and determination like no other, coupled with a level of fitness rarely found. Sourcing new recruits requires clearly targeted communications to a highly-defined persona.

With a deep understanding of the perfect recruit, we chose Instagram as the most appropriate platform for engagement. We focused our creative strategy on young men already involved in challenging endurance fitness events, such as Ironman and Tough Mudder, who had not previously considered a career in the Royal Marines.

To capture their attention, we created a high-octane campaign emphasising the kind of challenges they crave, overlaid with a clear message: The Royal Marines pushes you above and beyond your own limits.