Submitted by Jungle Creations

RAF Modern Britain YouTube Creator Vlog

Influencer Marketing

Jungle Creations partnered YouTuber Eman, known as SV2, with the RAF on vlog style creative, which the agency reports lifted ethnic minority Expressions of Interest by +39%.

6.3MUK Impressions
124KEngagements

Case in 60 seconds

The RAF needed to position itself as an inclusive and welcoming employer for 18-24 year olds from growing communities, and the page frames the task as showcasing the lifestyle, diversity and range of opportunities inside the force.

The work turns on messenger fit rather than institutional voice, because a YouTuber speaking to people across the force puts serving staff in front of 18-24 year olds through a creator format rather than an employer advertisement.

Jungle Creations built the campaign as an inside look at life in the RAF, told through vlog style creative so that diversity and opportunity were shown through individual people rather than stated by the institution.

Jungle Creations recruited YouTuber Eman, better known as SV2, who got the inside scoop on life in the RAF in vlog style creative, speaking to people across the force to learn more about them and what they do.

Jungle Creations reports 6.3M UK impressions and 124K engagements, and says the campaign resulted in an uplift of 39% in Expressions of Interest in RAF careers submitted by people from ethnic minority backgrounds.

Strategy Breakdown

18-24 year olds from growing communities, with Expressions of Interest in RAF careers tracked among people from ethnic minority backgrounds.
The page frames the RAF's task as being seen as an inclusive and welcoming employer by 18-24 year olds from growing communities, so the challenge is one of representation rather than of reach alone.
The RAF is cast as the subject of the content rather than its narrator, with its people interviewed by the creator so that the force is described through the staff who work there.

Creative & Execution System

Assets & channels

  • YouTube

Partners

  • Jungle Creations

Creator role

  • Eman (SV2)

Results & Evidence

MetricValue
UK Impressions6.3M UK impressions
Engagements124K engagements
Expressions of Interest Uplift39% uplift

Why Jungle Creations' strategy worked

  1. 1

    Recruitment briefs aimed at growing communities can hand the interview to a creator rather than the employer, because conversations with serving staff show inclusion through people instead of asserting it in recruitment copy.

  2. 2

    Tracking a conversion step specific to the target group, here Expressions of Interest from ethnic minority backgrounds, ties creator content to the recruitment goal rather than leaving the case to rest on impressions and engagements.

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