Year
2024
Client
RAF
Category
Portfolio
Campaign Duration
4 Weeks
The Royal Air Force wanted to reach young people and show that there were many different career paths available, not just traditional roles. The messaging needed to feel modern, diverse, and aspirational without losing the credibility of the RAF brand.
I created short-form video scripts and ideas that highlighted unexpected RAF career stories. We worked with real RAF personnel to make the content feel authentic, while using a storytelling structure that fit social platforms, short, engaging, and entertaining. When creating the video scripts for the influencers I made sure the videos could hold attention in the first three seconds and encouraged viewers to learn more.
The videos helped shift perceptions of the RAF among Gen Z audiences. Viewers responded positively to the content, appreciating the human side shown behind the uniform. Campaign sentiment improved and the content drove meaningful conversation in comments.
The influencer video was the top video within the campaign and got over 74,000 impressions and nearly 4,000 clicks with a 5.37% click-through rate. It became the best performing creative in the campaign. Across the full campaign, we delivered over 518,000 impressions and nearly 14,000 clicks.
This project proved that authenticity matters more than polish when it comes to career storytelling. Showing the real people behind the RAF made the brand more relatable and attractive to young audiences thinking about their futures.
