Social media recruitment campaign carried out with content creator Hoani to highlight the diversity of jobs offered by the French Army to a young and ultra-connected audience.
The concept was based on a series of short content in TikTok/Reels format, blending storytelling, lifestyle immersion and modern visual codes in order to break the traditional image of military recruitment.
The objective was to reposition the Army as a structure offering varied, accessible and modern career paths across more than 100 different specialties.
Creator Hoani was brought in to produce native content inspired by TikTok codes: dynamic face-to-camera, quick hooks, rhythmic editing and immersive storytelling.
The campaign relied on a hybrid approach between influencer campaign and premium UGC, with videos designed to maximize authenticity, organic sharing and community engagement.
The content highlighted: