Case Study: Bundeswehr achieves higher recruitment interest and ad recall with Spectrm's Facebook chatbot

Facebook Chatbot Drives German Army Recruitment

The Bundeswehr, Germany’s unified armed forces, needed to grow its social audience and increase enlistment rates by better connecting with candidates online. To meet this challenge they worked with Spectrm, using its social messaging solution on Facebook Messenger to reach and engage potential recruits.

Spectrm built and optimized a Facebook chatbot that gives users a behind‑the‑scenes experience of life with UN peacekeepers in Mali, supplemented by personalized retargeting messages and conversation analytics. The campaign drove traffic and increased applications, producing a 24‑point lift in ad recall and a 7‑point lift in recruitment interest after Spectrm’s optimization.

Bundeswehr