Challenge
NATO and military content has always struggled to reach younger audiences. SHAPE (NATO Military HQ) & Joint Force Command Naples recognised that the content they were currently creating was just going in to an echo chamber. They did have the skill set or understanding of content strategy internally to reach outside of this echo chamber. So they looked to BFBS Creative.
As well as not having the skills in house, they had difficult persuading senior leadership of the value of soft comms. This was a challenge that Alex had to overcome whilst on exercise, when he delivered a report to the senior officers. After seeing the engagement, they got on board with the process.
Strategy
NATO is in a constant comms battle to demonstrate strength across the alliance. They need to increase engagement amongst a younger voting audience to continue support across the alliance of NATO and it's activities.
Sardinia is also a location that has anti-military sentiment. So there was need to promote a positive message as to why NATO was on the island of Sardinia. It could only do this by reaching out of its echo chamber.
Solution
As you can see from the stats, we succeeded. Reaching over 84,000% more non-followers, and engaging more than 124,000% more non followers than the previous month showed that we reached outside the echo chamber. Not only that but our top age range was that crucial 18-24 age bracket. We were hitting our target audience. Over the course of the 3 weeks we doubled the channels followers so that there was a bigger and more receptive audience when we posted our hard content.