DFR wins award for Navy social media campaign

Published on Ms Carla Roscoe (author)

Topic(s): Honours, Awards and Trophies, Defence Force Recruiting

Defence Force Recruiting (DFR) was recognised for Marketing Excellence in Social Media - ACT at the recent Australian Marketing Institute (AMI) Annual Awards Evening in Melbourne. (photo: )
Defence Force Recruiting (DFR) was recognised for Marketing Excellence in Social Media - ACT at the recent Australian Marketing Institute (AMI) Annual Awards Evening in Melbourne.

The Australian Marketing Institute (AMI) has recognised Defence Force Recruiting (DFR) for Marketing Excellence in Social Media - ACT at its Annual Awards Evening in Melbourne.

The AMI Awards for Marketing Excellence honours campaigns from a diverse range of budgets, strategic approaches and audiences.

DFR was recognised for its Navy submariner multi-channel social media campaign - an approach founded on storytelling to showcase the exciting life of a Navy submariner. 

The campaign ran for four weeks, generating more than 1600 individual expressions of interest, and 218 submariner applications.

Director General, Defence Force Recruiting Air Commodore Sue McGready said DFR was extremely proud to receive this award.

“Defence Force Recruiting is committed to attracting and developing a workforce where the best Australian talent is available to serve and contribute to our operations and capability,” said Air Commodore McGready.

“With 12 new submarines being built, our team is adopting innovative approaches to recruit the workforce that the Royal Australian Navy requires to operate its current and future submarine fleet. 

“Using the full suite of DFR social media channels for this campaign enabled Defence to effectively communicate its recruitment message while reaching a diverse audience of more than nine million users - far more than a traditional marketing approach.

“Defence is proud of this campaign, and the success it has had in building the future work force and opening career doors for Australian women and men,” Air Commodore McGready said.

The campaign, broadcast across Facebook, Instagram, Twitter, LinkedIn and Snapchat included an augmented reality experience ‘World Lens’, allowing users to explore the interior of a submarine, operate the periscope and experience a day as a Navy submariner.

The campaign was the first time a government organisation has experimented with this technology and represents a shift from traditional media towards next generation communications.