Military Influencers - Unlike the quick hits of things like social media and fast fashion in recent recruiting efforts, the British Armed Forces emphasizes the long-term trust built as part of an institution.
Following last year's controversial work aimed at generating "snowflakes", it topped the list of applications in five years.
Military Influencers
This year's TV ad, created by Karmarama, follows a soldier wandering through the dunes, ignoring the distraction his fellow fitness trainer urges him to stick to his workout plan.
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The voiceover asks if confidence comes from looks, quick hits, quick fashion or instant likes. Finally, "Many things can give you confidence for a while. But does confidence last a lifetime? There is only one place you can find it."
The fourth episode of the Army's broader "This Belongs" campaign. Our latest push, “Confidence in the Army Lasts a Lifetime,” includes a series of digital 10-second ads highlighting the many ways an Army career can instill confidence. For youngsters, everything from defusing explosives to commanding soldiers in battle. Performances are also conducted outside the house and over the radio.
Last year's campaign drew 95,000 applications in 9 months (16,000 of them in the first month of the campaign - a 71% increase over the previous year), the most ever for new hires starting basic training in September 2019. ten
"It's really rewarding to see candidates grow into strong, confident soldiers during the recruitment process," said Nick Terry, chief marketing officer for the Army's recruitment group. We want to show you how precious this confidence is.
Stanley A. Mcchrystal
"The recruitment campaign evolves every year and we aim to build on last year's success, where applicants hit their peak in five years and 1.5 million people visited our recruitment website in January alone."
The TV commercial was produced by Meigan Brown and Tobias Owen and directed by Nicolai Fuglsig via MJZ, while the 10-second film was directed by Billy Boyd Cape via Academy. Manning GottliebOMD handles media purchasing and Mediacom handles planning.
Karmarama Chief Creative Officer Nik Studzinski said: A trust that lasts a lifetime, like the friendships you make and the skills you learn." 28-year-old Kyle Gott started documenting his life in 2007 and later turned it into a career. An avid military vlogger, Gott has personally and He regularly posts about his achievements and struggles within the Air Force, although he recently left the Air Force, he still keeps his channel up to date and posts regularly about his time as an enlisted pilot.Now has over 166,000 subscribers. Gott posts every Monday and Wednesday giving advice and tips for those considering joining.He and his wife have a second channel called Gott Love, where the two share life experiences. Sharing together and talking about what it was like to be a military family while still living in Las Vegas and traveling the world, Gott, one of the top Military YouTubers, hosted the VA-sponsored Best Military YouTuber 2018 awards ceremony.
Gott enlisted in the Air Force in August 2013 and was promoted to Staff Sergeant as an Aircraft Structural Maintenance Operator and was just discharged on July 1st. His final tour of duty was at Nellis Air Force Base in Nevada.
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The 2018 Best Military YouTuber winner was former Marine Justin Miners, also known as "JTsuits." The 28-year-old Navy veteran, known for his naval content and comedy, has over 146,000 subscribers. While serving in the Navy, Miners was deployed to the Persian Gulf for Operation Iraqi Freedom, where he was assigned to Japan-based Helicopter Sea Strike Squadron Seven Seven as a flight deck crew member.
Meiners started making videos about the Navy after his first deployment, but he didn't start blogging consistently until he finished his career with the Navy and the school. Realizing the lack of information about the Navy, he said, he started posting his content because "he wanted to be able to answer every question he could think of about the Navy". After leaving the Navy, Meiners got a degree from California Lutheran University and began playing video games professionally. He also founded his own online product called GoodSailorBrand. He continues to post several times a week, frequently answering questions from subscribers and providing a weekly "Seaman Report". Miners said he plans to continue YouTube while working from home with his wife, son, two cats and two dogs.
Meiners joined the Navy in May 2010 and served until April 2014, remaining as an Air Rescue Mechanic 2nd Class.
Like Gott, another famous pilot on YouTube is Darryl Williams Jr., also known as "Bully Juice." He has over 154,000 subscribers and is known for his motivational training videos and his insights into life as a pilot. Williams, 29, said enlisting in the military is a big step in his life, and his goal behind the vlog is to create a common ground for people who want to enlist but don't have the knowledge or resources. Williams said he wanted people to know he was a normal person. So if he can do it, anyone can do it.
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"My content would describe itself as motivational content that pushes people to be better than they were before they woke up this morning," Williams told the Military Times.
Williams enlisted in 2015 for an Air Force ground transport mission. He was later posted to the United Arab Emirates where he posted several videos sharing his own experiences. Williams said his wife was the one who convinced her to start her own channel. His wife is also a famous Youtuber known as LavishlyBritt. With approximately 115,000 subscribers, she posts beauty videos, lifestyle tips, and military spouse content.
Williams currently lives in Florida with his wife and daughter. He plans to retire from the Air Force in 2021. Until then, he revealed that he plans to continue making YouTube videos, supporting his family and inspiring people while he completes his enlistment. After completing the Air Force, he wants to get his master's degree and move to Texas.
Williams enlisted on active duty in March 2015 and currently serves as a sergeant, fleet operator and dispatcher with the 94 Logistics Readiness Squadron at Eglin Air Force Base, Florida.
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Nick Bare, a 29-year-old former Army infantry officer with over 270,000 subscribers, started his channel in 2014. He started focusing on eating habits and giving health or exercise tips. Continuing to post about fitness, Bare's channel has evolved into a vlog of life in the Army. Although Bare left the military in 2017, he continues his fitness journey on YouTube, frequently posting his past military experiences.
Bare credits what he learned in the military to successfully building a business he founded in 2012 called Bare Performance Nutrition. Teamwork helped a lot.” said Bare.
As an infantry platoon leader, Bare continued to post videos of him while stationed in Japan for a year, sometimes waking up at 5am. Shooting video and staying awake until the early hours of morning editing.
"It was very difficult to stay on the channel while in the army. He hardly slept and had no social life," said Bare. "But I was so passionate about it."
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An Army Staff NCO known as one of the original military YouTubers. Narcisus "Archie" Masibay, 33, is an Army medic. Born and raised in the Philippines, he moved to the United States and enlisted in the military around 2010 after a few years. Originally, Masibay intended to do public relations work in the army, but he became a doctor because there were no positions. He started blogging for fun before enlisting, but stopped his blog in March 2011 while he was serving his first military service in Germany.
Over the next few years, he did occasionally provide updates to his subscribers, but eventually didn't start making videos regularly until 2016. Now, he's a well-known YouTuber for everything about the military and the military in general. He regularly brings people from various military occupational specialties to his own channel to talk about what it is like to do various jobs. He currently works as a recruiter in California and has over 56,000 subscribers.
For the time being, he is in the army and will eventually transfer.
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