Show 2. maj 2025
October 10, 2021
EssenceMediacom
for
Forsvarsministeriets Personalestyrelse (FPS)
Kategori :
Type :
andet
In response to the Danish government's plan to expand the Danish Armed Forces, there is an increased need for skilled pilots and air traffic controllers. Thus our task was to increase the number of applicants for these programs, to accommodate the growing demand for military personnel. The goal was to boost applicants by sparking interest and driving commitment among potential candidates. But how do you capture the attention of a generation overwhelmed by numerous career paths and educational programs amidst growing international political instability?
Our research revealed that the majority of our target audience, primarily young males (average age 22 for pilots and 26.2 for air traffic controllers), were interested in gaming/gamers. To reach them effectively, we chose Twitch, a platform dominated by young men. We needed to engage them authentically without appearing as outsiders. By connecting Forsvaret’s aircraft to their favorite game, GTA V, which features realistic flight simulations, we aimed to pique their curiosity and interest in Forsvaret’s aviation careers.
Our strategy was to leverage the influence of Denmark's top Twitch streamers to connect with our target audience, knowing that 70% of people aged 18-39 follow creators to be inspired. We selected streamers who aligned with Forsvaret's target demographic and were known for playing GTA V, ensuring authenticity, which is crucial for younger audiences. We selected ConnieHeinz, Roasted Toast, and JaxStyle (4th most popular Danish Streamer), boasting over 358.000 followers collectively, who have a predominantly male audience aged 16-27, matching Forsvaret's target group. This approach allowed us to engage potential applicants effectively and drive interest in Forsvaret’s aviation careers.
Through the streamers, who live chat with their viewers for hours every day, we established a line of communication to the target group without looking like imposters. By showcasing realistic flight simulations within a beloved game, we set out to drive awareness and spark interest and curiosity about Forsvaret’s Flyvevåben, ultimately inspiring a new generation to consider aviation as a career path.
To authentically connect with our target audience and drive interest in Forsvaret’s aviation careers, we activated a strategic campaign using top Danish Twitch streamers. Diving into the gaming community and opportunities within GTA V we found it has a quite unusual feature. The possibility to control a flight, that almost resembles the ones in real life. In more than 800 million hours watched in 2024, streamers completely overlook this feature and had until now only operated cars. Therefore we organized a 4-hour simultaneous stream with ConnieHeinz, Roasted Toast, and JaxStyle, focusing exclusively on using planes in GTA V to generate hype and an unexpected behaviour that engaged the community and further activated the chat.
Leading up to the event, the streamers built anticipation and curiosity by teasing their audience. During the streams, the chat was buzzing with questions about the aircraft and aviation possibilities. This curiosity allowed streamers to seamlessly direct viewers to Forsvaret’s Education landing page to explore aviation careers further.
The engagement didn’t stop with Twitch. The streamers continued to generate buzz by sharing their real-life experiences with Flyvevåbnet on Instagram, reaching an additional 100,000 users and navigating more potential recruits towards a career in aviation. For Youtube, we produced a showreel based on the streaming sessions to reach a broader audience and prolong the campaign.
Our campaign achieved outstanding success, capturing and holding the target group’s attention in an unprecedented manner. Over the course of just 1.5 months, we reached more than 132,000 hours watched, with an impressive average engagement time of over 6 minutes. This engagement was driven by more than 1.2 million live views, far exceeding Twitch’s benchmark for engagement.
By strategically activating the communities of popular streamers, Forsvaret attempted to effectively reach the right talent and spoke their language. This approach seamlessly integrated Forsvaret into the culture and conversation on Twitch, sparking gamers’ interest in and knowledge of the Pilot and Air Traffic Control Education. The result was a highly engaged audience, with over 2,400 unique chat participants actively participating in the conversation.
The campaign's success is further highlighted by the exceptional performance of our two biggest streamers: Jaxstyle and RoastedToast. Jaxstyle achieved an engagement rate of 11.9%, while RoastedToast reached an astonishing 35.9%. With the benchmark for Twitch campaigns at 3.5%, these numbers demonstrate the extraordinary level of engagement and interest generated by the campaign and the success in activating communities in an authentic and relevant way.
Additionally, our showreel achieved a 98% View-Through Rate (VTR), which is 27% better than the benchmarks across all Forsvaret’s campaigns. This indicates that our content resonated deeply with viewers, keeping them engaged and interested throughout the campaign period.
By leveraging the power of influencers and their communities, Forsvaret not only captured the attention of potential recruits but also inspired a new generation to consider aviation careers. This campaign exemplifies the best use of influencers, delivering measurable impact and significant brand differentiation. Through innovative strategy and authentic engagement, we successfully addressed Forsvaret's recruitment challenge and positioned the brand as a leader in innovative recruitment strategies.
Mission accomplished.
Danish Digital Award hylder de bedste digitale projekter
