How we helped the Royal Air Force appeal to Gen Z and 6x their campus event attendance.

how

Recruitment Marketing

How we helped the Royal Air Force appeal to Gen Z and 6x their campus event attendance.

Campaign Objective

The Royal Air Force, the United Kingdom's aerial warfare force and one of the largest graduate recruiters came to us seeking our expertise in attracting and appealing to Gen Z. They were challenged with low turnout at their campus events and a lack of appeal for their roles to Gen Z.

What we do?

TapIn delivered a three-phased content and influencer campaign which led to an event activation (RAF Live), which drove 638 students across 19 universities across the country to the RAF’s on-campus talks. The campaign drove rapid awareness and sign-up to their RAF Live on campus presentations from October - November 2019. Through our approach we: Developed on the ground awareness of the talks amongst students which drove unique excitement, interest and conversation. We then developed deep and meaningful engagement with students which went beyond social media, creating an incredible opportunity for the RAF to communicate their EVP. We reached the right communities of students at scale, whilst building trust and support.

Capgemini

What It's Really Like In The RAF (2020)

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Results

Through our campaign we managed to 6x attendance (compared to previous year), All hires made 4 months before application deadline, 1.3k clicks to website, 6 events had over 50% female attendees, 19 university talks delivered, 638 total attendees, 62% BAME Attendance across the campaign, Average of 34 student attendees at each university presentation, over 60k students reached online!

60K

Social Engagements

14%

CTR to websites

140K

Students Reached

Lets Talk

If you’re an employer and want to find out how we could help you reach Gen Z and tell your authentic story, get in touch with us.

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