Case Study: Royal Australian Navy boosts recruitment applications with VMLY&R

Royal Australian Navy increases applications by 50% with VMLY&R

The Royal Australian Navy faced the critical challenge of recruiting the next generation of sailors amidst record low unemployment and an increasingly demanding talent pool. To address this, the vendor VMLY&R developed the fully integrated brand campaign 'Live a Story Worth Telling' to showcase the purpose-driven and fulfilling careers available.

VMLY&R's solution was an epic, cinematic campaign starring real Navy personnel, portraying a broad picture of life at sea through over 80 bespoke creative assets. This campaign was deployed across TV, cinema, OOH, radio, digital, and social media. The initiative drove tremendous results, including a 50% increase in applications, an 847% increase in website visits, and a 2,108% increase in organic search.

Royal Australian Navy