Cannes Lions

BRINGING E-COMMERCE INNOVATION TO THE BRITISH ARMY.

J. WALTER THOMPSON LONDON, London / BRITISH ARMY / 2015

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Overview

Entries

Credits

Overview

Execution

We fundamentally shifted the data strategy for the Army, from passive topline reporting, to dynamic analysis and optimization. The results from our analysis even changed long-standing beliefs with the Army Generals for example; we proved people think Army first, not Regular or Reserve, as the Army had always believed.

In addition to this we also setup a number of new data gathering programmes, from the web optimization workstreams to gaining agreement for an exit survey at Phase 1 training to measure effectiveness of our digital activity.

From this we have found in the first three months a tangible shift in behaviour;

• 72% of successful applicants said it had made them feel more confident about completing their phase 1 training

• 86% still use the app as they progress in their Army career

The app analytics have also shown;

• an organic star rating of 4.5 stars

• downloaded more than 135,000 times (growing more than 2,000 downloads p/w)

• 70,000 active users

• 90% returning users

The website has shown major improvements comparing the first 10 weeks post launch with the previous 10 weeks:

• 167% increase in returning users going to the register pages

• 61% conversion rate uplift overall to registration

• 31.8% (110k) more unique page views of the Join page

• 34.79% (57k) increase in visits to the Role Finder tool

• 17.79% (12k) more unique page views - whilst total number of pages went from over 100 to 13

Lastly, our brand tracking has shown uplift in 12 months from 37% to 53% of 14-24 year olds now agreeing that the Army is modern.

Outcome

Our layering and interrogation of the data reveled some key insights, which not only enhanced, but also directed our creative outputs:

We saw a clear decline in the Army’s image as a modern down to 37% and obesity in students rising up to 18.9%. The combined effect was a drop in overall applications and of those who completed the application, 40% were failing the first basic fitness test. Looking at the site analytics and path analysis we saw of the 60m visits over 8 months, just 0.27% of applicants found the fitness content via PC and 0.48% via mobile.

The analytics also showed that despite a wealth of content, applicants were giving up after visiting just 4 pages, showing the site and content weren’t fit for purpose. A fact back up by our UX research and content audits.

Two other pieces of data gathered from our analysis showed:

1) The Average reading age of an applicant was just 11yrs old

2) 50% of people accessing the site were on mobile – on a non-mobile optimized site.

The data gave us clear direction to:

1) Design a simple and engaging application that re-framed the relationship between the Army and the applicant

2) Find a way to mentor the applicant through the journey to successfully joining the Army

Our solution had 2 key parts:

1) A vastly simplified site, navigation and application process. We cut over 100+ pages down to just 13. Everything rewritten to suit the 11 year old reading age

2) A mobile fitness app to support applicants on their journey to their first fitness test. This delivered against three important data points:

a. Tackled the 40% fitness failure

b. Addressed the 11 year old reading age on their primary device

c. Modernised the image of the Army

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