BIMA Awards

Data : Craft | The Army

by Karmarama for The Army

Project information

Joining the army is one of the most life changing decisions you can make. It’s also one of the most complex, motivated by a myriad of personal drivers. Karmarama needed big data to understand both the most universal drivers to create powerful above the line communications, and the most personal drivers so they could create tailored messaging in digital channels. To create this, they analyzed social data of previously successful applicants, giving insights to group together specific drivers that motivate different people. Karmarama then created lookalike groups to predict which driver would appeal most to each prospective applicant. What makes this campaign work even harder is the broad and generous idea ‘This Is Belonging’ that connects the universal and the personal drivers, ensuring the message isn’t just correct for the audience, it’s emotionally powerful and meaningful too.