VeteranX
End to End Product Campaign

Context

Each year thousands of UK service personnel transition out of the Armed Forces.  Many face fragmented information and difficulty navigating employment opportunities. 

VeteranX is a leading, AI-driven platform, that addresses this by providing a single, trusted point of guidance, support and job opportunities tailored to veterans needs.   

With the launch of the platform approaching, Veteran X needed a clear communications strategy that would reach the defence community, build trust, and drive users to adopt the platform.

 Challenge

  • Veteran X had a strong product, but lacked a structured approach to introducing it to the veteran community.

  • They had no defined communications strategy to support the launch or sustain engagement

  • They needed to build trust quickly with a sensitive and specific audience
    Only a short delivery window was available to us which required rapid alignment, content creation and campaign deployment

Our task was to bring everything together, establish Veteran X's own voice, and drive user acquisition in a way that felt authentic and aligned with user needs.

Our Approach

We worked with VeteranX's leadership team to design and deliver a comprehensive end-to-end communications programme.

1. Strategic Alignment

We ran workshops with founders and advisors to define the core brand message and value proposition for users.  This allowed us to create a clear communications strategy for launch, identify priority user groups and explore behavioural drivers that would likely influence user engagement.  We also ensured alignment with public sector communications standards, taking into account safeguarding considerations.

2. Content Development

We produced a full suite of clear, accessible and strongly narrative driven content that included...

  • Full video production to tell VeteranX's story

  • Content tailored towards veterans and VeteranX’s commercial partners

  • Social content designed for clarity, trust-building and easy comprehension

3. Managed Social Campaign

We took responsibility for Veteran X's social presence, including all content planning and creation.  We managed their social media posting and management and took care of all community engagement and moderation.  We also integrated with partner channels such as Fill Your Boots, and veteran community voices such as Johnny Mercer to create a unified narrative.

What We Delivered

  •  A fully defined communications strategy

  • A suite of launch-ready video and written assets

  • A coordinated, multi-channel campaign across Veteran X and partner platforms

  • A clear, trustworthy brand narrative that resonated with the defence community

“More Than Content were brilliant, working with us to shape our direction and delivering incredible impact and value for VeteranX. Highly recommend them for your launch or comms requirements.”

Benedict Robb, CEO VeteranX

Our Impact

  • Over 4 million views across VeteranX content

  • A staggering average engagement rate of ~10% across all channels 

  • 4,000 onboarded users, without any advertising spend

Why This Matters

  • Unified messaging across partners increases credibility and reach. It was important we launched with a bang, demonstrating our relevant to our target audience

  • Plain-English content and transparent storytelling builds trust with niche audiences, we knew that we could take the different ecosystems of military language and business jargon to inform, entertain and engage our audiences.

  • By shaping early strategic communication plans and aligning all stakeholders under one plan, we reduced risk and made sure comms was leading the project delivery

  • Constant, well-moderated. social content is essential for building community confidence and bringing users to the platform.

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