The Irish Defence Forces encompass the Army, Air Corps, Naval Service and Reserve Defence Forces. At the end of 2017 their website played host to a long-form blog update of the highlights of 2017 across each of these divisions. Due to sheer length and lack of visual appeal, the post was unsuitable to share socially and was likely to attract minimal engagement. Fleishman Hillard were tasked with presenting this information in a more dynamic fashion, through assets designed for social reach and engagement.
Fleishman Hillard’s social and design teams worked together to create a short video made for social, including highlights from each division of the Defence Forces across 2017. In under 2 minutes, the video asset showcased the incredible achievements of the Defence Forces across domestic and international operations, training and education using existing imagery and at minimal cost.
The resulting video proved a hit on Defence Forces social channels, attracting over 9.4k views through their Facebook page and high engagement levels across channels. The campaign succeeded in delivering a new view of the Defence Forces to a wider audience and bringing to life a static press release in a more exciting and engaging format.