Case Study: DRHAT (French Army HR) doubles recruitment conversion with Commanders Act CDP

DRHAT - Customer Case Study

The French Army needed to recruit up to 17,000 people each year across a wide range of specialist roles and to reach 15–29-year-olds through an omnichannel mix (TV, posters, digital). The challenge was to segment audiences effectively, reconcile online and offline data, and deliver the right message at the right time across desktop, mobile and app channels.

They deployed the Commanders Act CDP (TagCommander, TrustCommander, MixCommander, DataCommander) with iProspect, connected the CDP to their back office and used programmatic activation plus on-site personalization. The campaign doubled conversion rates in activated segments, personalized role-based site experiences, streamlined media investments and freed budget for conquest operations — all while ensuring French data sovereignty.

DRHAT

Laurent Bastide

Head of Data Strategy