Brand Strategy
Digital Marketing
Paid Social Media
Social Media
Video
A Recruitment Campaign for the Irish Defence Forces
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Project
Overview
The Irish Defence Forces are responsible for the defence of the state, comprising the Army, Air Corps, and Naval Service. Recruitment is a continuous strategic priority for the organisation, with a stated goal of reaching 11,500 personnel by 2028 and a continuous need to attract the next generation of recruits into roles across every branch.
Premium Plan
“Collaborate with R22 for Seamless Management of Your Digital Marketing and Web Design Initiatives.”
— Ruth McKenna, Director of Joseph May
02
Key
Stats
02
Challenge
Challenge
The Defence Forces needed a recruitment campaign that would cut through to a younger audience and bring the realities of military life to a national audience. The brief required strong creative, video that did justice to the work, and a social rollout that reached the right people in the right places.
The focus areas included:
- Creating a recruitment campaign that resonated with a younger audience
- Showcasing the breadth of roles across the Army, Air Corps, and Naval Service
- Producing video and creative work of national-campaign calibre
- Driving qualified applications to the recruitment process
Brand Strategy
Digital Marketing
Paid Social Media
Social Media
Video
Paid Social Media
03
Strategy
Rooftop Twenty Two delivered the recruitment campaign across creative, video, and social media, with every element designed to bring the work of the Defence Forces to life.
Creative
- Developed a campaign concept that captured the realities and rewards of service
- Built creative that worked across multiple touchpoints and platforms
- Crafted messaging that spoke directly to prospective recruits
Video Production
- Produced campaign video that showcased the breadth of Defence Forces roles
- Captured authentic moments across the Army, Air Corps, and Naval Service
- Delivered assets optimised for social-first viewing
Social Media Rollout
- Built a phased rollout plan across social platforms where the target audience spent time
- Activated the campaign with paid amplification to maximise reach
- Measured impact across awareness, engagement, and application volume
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Impact
The campaign delivered a significant uplift in recruitment interest and brought the work of the Irish Defence Forces to a national audience. The project remains one we are particularly proud of. Work that mattered, with stakes that mattered.