BFBS
The Challenge
BFBS were working with a client providing specialised WiFi services, but they were struggling to connect with their primary demographic: serving personnel.
There were three core issues:
Brand Resonance: They feared their messaging wasn't "speaking the language" of soldiers.
Channel Friction: They were active on social media but weren't sure if they were on the platforms their customers actually used.
Budget Inefficiency: Marketing spend was going out, but paying customers weren't coming in.
We was brought in to conduct a rapid audit and identify the most efficient path to conversion. The goal was simple: Help the brand connect with soldiers and promote the benefits of their product.
Audience Alignment: We refined the brand voice to ensure it resonated with the unique lifestyle and needs of serving soldiers.
Creative Iteration: We developed a diverse range of creative assets and ideas
Pitching: We pitched the creative and concepts to the client, supporting BFBS with our expertise and channel knowledge to lock in the shoots
The Pivot to Paid: After exploring organic strategies with the client, we determined that a targeted paid social campaign was the fastest, most scalable way to reach the objective.
The Result
By shifting the focus to a data-driven paid campaign with high-volume creative testing, we were able to::
Identify the winning platform where the target audience was most active.
Lower the Cost Per Acquisition (CPA) by cutting out underperforming channels.
Build a scalable "Conversion Engine" that the client can now use to consistently sign up new users.
“More Than Content’s wealth of knowledge and expertise helped to shape and deliver really authentic content for a tech client we were working with. It was on trend, they nailed the details and were a pleasure to work with”
