Case Name: The Royal Irish Regiment

Advertiser: The Royal Irish Regiment

Industry: The Royal Irish Regiment

Implementation Date: 2016.05.16-ongoing

Category: socialized marketing
 

　　Marketing Background:

　　The Royal Irish Regiment, a regiment within the British Army, recognize that social media is required to promote engagement and participation in Regimental activity, including recruiting campaigns and events. However, before working with Ardmore they had not engaged in professionally planned, constructed and delivered social communication which are founded on clearly stated and measurable objectives and targets. Ardmore were tasked with meeting the objectives below and so launched the #RIRISHWARRIOR campaign and took over management of The Royal Irish Regiment’s social channels in May 2016.
 

　　Marketing Strategy:
 

　　-Improve the brand perception of The Royal Irish Regiment

　　-Growth of social media channels

　　-Improve recruitment by reaching a younger audience on social media channels, specifically 17 - 26 year olds across the island of Ireland

　　-Maintaining a more consistent level of communications on social media
 

　　Strategy & Creation:
 

　　We achieved the above objectives by rebranding and managing The Royal Irish Regiment’s social platforms and launching new social channels. We also created engaging social content for The Royal Irish Regiment’s target audiences, specifically video content which was distributed via social channels.
 

　　Implementation Process / Media Performance:
 

　　Ardmore developed a new creative identity for The Royal Irish Regiment’s social channels using the #RIRISHWARRIOR hashtag on all creative, this helped to identify The Royal Irish Regiment’s social content in the busy social space.See creative in attached folder.

　　In order to get to know The Royal Irish Regiment, Ardmore took part in a series of immersion trips with the regiment. This helped us understand the culture of the regiment and as such we were much more informed to create social content.

　　Before launching the campaign to the public we presented the campaign to The Royal Irish Regiment internally and encouraged soldiers to engage by posting their own social content with the #RIRISHWARRIOR hashtag.
 

 

　　We set up a new Instagram page for The Royal Irish Regiment which allowed us to reach their younger target audience. Engagement on this platform has been particularly high and we use ‘Instagram Stories’ (short videos & images that disappear after 24 hours) to highlight some of The Royal Irish Regiments more informal activities that showcase the comradery of The Royal Irish Regiment.
　　Please see link to Instagram page:<https://www.instagram.com/royal.irish/?hl=en>

　　We created a series of videos for The Royal Irish Regiment’s social channels, designed to provide an authentic insight into life with the regiment.
　　Please see a link to videos on The Royal Irish Regiment’s Facebook page:<https://www.facebook.com/pg/TheRoyalIrishRegiment/videos/?ref=page_internal>

　　We optimized the reach of all social content by using promoted Facebook and Instagram adverts to target based on age, location and interests.
 

　　Marketing Effect & Market Feedback:
 

　　-Facebook audience has experienced growth from 12,000 fans in May 2016 to 20,000 fans in December 2016

　　-Average reach of Facebook posts increased by 50%

　　-New Instagram page has attracted 3000 followers since May 2016

　　-Production and distribution of 12 social videos with a reach of over 250,000

　　-Social content has been shared by key influencers such as the British Army

　　-Increase in recruitment levels


译文：

案例名称：皇家爱尔兰军团

广告主：皇家爱尔兰军团

所属行业：皇家爱尔兰军团

执行时间：2016.5.16–进行中

报选类别：社会化营销类　

　　营销背景
 

　　皇家爱尔兰军团作为英国陆军的下属部队，意识到需要通过社交媒体平台推广部队形象，增强民众对部队活动的关注以及参与度，包括征兵广告以及推广活动。

　　在于Ardmore合作以前，部队并没有进行过专业的社会化营销策划、整合以及执行，缺乏明确的并且可监控的推广主旨和目标。

　　Ardmore根据以下宣传目标，发布了名为 #RIRISHWARRIOR 的推广活动，并与2016年5月正式接管了皇家爱尔兰军团的所有社交媒体平台。
 

　　营销目标
 

　　- 提高皇家爱尔兰军团的品牌识别度

　　- 拓展社会化媒体渠道

　　- 通过在社交媒体上定向覆盖爱尔兰年龄在17至26岁的年轻目标受众增加军队征兵数量

　　- 在社交媒体中保持更加持续的沟通和品牌暴露
 

　　策略与创意
 

　　通过对皇家爱尔兰军团品牌的重新打造，对军团社交平台的管理，以及新社交渠道的拓展，我们成功的达成了以上目标。我们还为皇家爱尔兰军团的目标受众创建了参与性更强的社交媒体内容，特别是通过社交媒体渠道发布视频素材。

　　执行过程/媒体表现
 

　　Ardmore 为皇家爱尔兰军团打造了全新且有创意的身份形象。在所有推广中贯穿了推广活动主题名称 #RIRISHWARRIOR（爱尔兰勇士），使得皇家爱尔兰军团的品牌在众多社交媒体声音中脱颖而出。

　　为了深入了解皇家爱尔兰军团，Ardmore多次深入部队生活。融入部队帮助我们了解军队文化，并最终转化到社交媒体内容的创意中。

　　在推广活动正式展现向公众推出以前，我们在皇家爱尔兰军团内部进行了提案展示，并鼓励士兵们在个人社交媒体中发布信息的时候都加入本次推广的主题名称#RIRISHWARRIOR（爱尔兰勇士）。
 

 

　　我们为皇家爱尔兰军团建立了全新的Instagram页面，帮助我们接触到使用这一社交媒体平台的年轻目标受众，Instagram上的参与热度非常高。同时我们使用“Instagram Stories”来推广一些非正式、非官方的军队活动，展示出皇家爱尔兰军团在严肃军队形象外更具人情味儿的一面。

　　请参考Instagram页面 https://www.instagram.com/royal.irish/?hl=en

　　我们专门为皇家爱尔兰军团社交平台编辑制作了一系列视频，展示军队生活最真实的一面。请参考以下视频链接 Facebook page: https://www.facebook.com/pg/TheRoyalIrishRegiment/videos/?ref=page_internal

　　我们通过Facebook和Instagram的广告功能对目标受众进行年龄、位置和兴趣的筛选，从而将所有订制的推广内容更有针对性的推送给目标受众。
 

　　营销效果与市场反馈
 

　　- 截止到2016年12月Facebook的粉丝从2016年5月的12,000增长到20,000人

　　- Facebook发布内容送达人群数量增长了50%

　　- 从2016年5月开始新上线的Instagram页面吸引了3000粉丝

　　- 制作并发布了12个社交媒体推广视频，送达人数超过250,000

　　- 发布的社交媒体内容被关键部门分享，比如英国陆军

　　- 征兵数量增长