Armed Forces Arctic Basic Training
The challenge
The Armed Forces’ mission was to encourage the population in Greenland to enroll in the new Arctic Basic Training in Kangerlussuaq. The training is remote, requiring participants to dedicate not only their work hours but also their free time. This is a lifestyle change, not just a course. They needed 30 new applicants and were unsure how to best approach the Greenlandic population aged 18–25. Achieving this required motivation, clear demonstration, and an understanding of what the training truly entails.
Proposed solution
The proposed solution focused on the Arctic Basic Training in Kangerlussuaq, and we addressed the challenge by raising awareness of the program among young people in Greenland. We implemented an integrated marketing strategy using social media, print materials distributed nationwide, videos, and influencer marketing to reach the target audience. Simultaneously, pop-up events and a training caravan visited towns across Greenland, supported by targeted posts on Facebook and Instagram. The campaign culminated in an intensified effort leading up to the application deadline.
Campaign video
Our team produced a professional campaign video aimed at capturing the attention of young people in Greenland. The video focused on action, community, nature, and goals. The visual shots made it engaging and ideal for social media and advertisements. It served as an effective hook to guide viewers to more information and the training program’s website. The video was produced in both Greenlandic and Danish.
Influencer marketing
We collaborated with several influencers, including Heidinnguaq Jensen, a local Greenlandic influencer, to raise awareness about the Arctic Basic Training. The strategy focused on three key periods: campaign launch, during the training caravan, and close to the application deadline. Heidinnguaq shared personal stories and motivated young people to apply via Instagram Stories. Graphic content combined her personal style with the Armed Forces’ visual identity, and the campaign included both calls to action and reminders about the application deadline.
Training caravan and social media
During the training caravan’s visits to Greenland’s largest towns, the Armed Forces made it easy for the population to meet recruitment officers in person, ask questions, and sign up. Physical posters and letters were distributed, alongside a strong social media effort in these towns to announce the visits. Targeted events were organized and promoted locally, ensuring maximum attendance and engagement.
Project results
The campaign performed well across all media, but the Meta effort stood out in the end. Leveraging Facebook and Instagram proved crucial, as these platforms connect Greenland effectively due to the algorithm’s particular focus on local content.
