The majority of applicants to the Queensland Police Service were male 18-25. The QPS wanted to recruit more diversity but most people felt they weren’t qualified. We wanted to show that great police officers aren’t born, they are made. Every tough time they have experienced has made them into the person they are today. The kind of person we want as the next generation of police.
This led us to the campaign platform ‘Made for It’ and the idea of using powerful stories of current police officers as branded content to show prospective applicants that they may well have what is required.
Website traffic went up by 300%, while lead conversion rates doubled from previous campaigns. In just its first 6 months, the campaign has produced 407 conversions.
Made For It. The branded content campaign that used the power of emotion to create powerful results.
