The British Army recruits 365 days a year, and to do this, it needs to funnel its target audiences to a dedicated recruitment website. The Army was struggling to compete for the attention of its target Gen Z audiences and not enough traffic was converting to applications. The website did not reflect the modern, diverse and future-facing nature of the institution, so it called in Great State. Great State were tasked with moving the side forwards 10 years in 12 weeks, and to deliver a 10% increase in conversions – a target that they surpassed further than they could have expected.

Research revealed that users were often getting a disrupted experience when accessing the site on mobile devices, and were struggling to find the content they needed. The new site needed to educate them on life in the Army, prepare them for the realities of application and assessment, and convert this knowledge into action (by registering on the site). It needed to present digestible information in a personalised and a compelling way to stand out against competitor employers, and to show the wide range of roles available.

The You Belong Here campaign was a graphic novel inspired experience designed to deepen users’ understanding and engagement by prompting them to interact meaningfully with content rather than as passive consumers. Underpinning the new experience was an application and infrastructure architecture that enabled rapid development and the flexibility to pivot if needed. The site is also deployed on MODCloud using Azure App Services and App Gateway to ensure it is fully secure. Great State hit almost a 100% uplift in registrations and a significant increase in overall visits and page views. Mobile applications have also gone up substantially, reflecting the impact of the new architecture.