Armée de Terre

Objective

The French Army (Armée de Terre) is one of the major armed forces. It ensures that the political authorities have trained, available and effective forces at their disposal. This entity intervenes both in France and abroad.

Faced with recruitment needs in several sectors, TikTok was able to meet this challenge, increasing the number of enrollments for all jobs with the lowest possible CPL (Cost Per Lead).

Solution

To guarantee a successful performance campaign, the French Army focused on two main points :

• Signals (Pixel & API) : in addition to the pixel installation, an API integration (server to server) was carried out with the help of Dentsu agency. Through integration providing more signals, this implementation considerably improved campaign performance. This seamless integration facilitated a more accurate tracking of user interactions throughout the customer journey, thereby enhancing the brand's ability to drive conversions effectively.

• Creative assets : With the clear objective of creating engaging and TikTok native content, the French army activated TikTok Creative Exchange (TTCX) program. TTCX is a platform dedicated to pairing brands (such as the French army) with creative partners — offering a single place for effective content production, seamless collaboration and full-view campaign insights. The aim was to showcase two aspects : the variety of jobs and the advantages of working within the French army.

To provide more information about jobs, the French Army started with a traffic campaign that redirected to the following website : sengager.fr. To obtain new applicants directly on TikTok, they activated a lead generation campaign with an instant form. The goal was to capture leads in an instant form within TikTok, and sync leads in their CRM in real-time. All this campaign was developed and implemented in collaboration with the Dentsu Public team.

Results

Since the first communication of the French army on TikTok, this campaign had the best results. Compared with the previous campaign (April 2023), the results show an increase in leads (+65%) and a decrease in CPA (-50%).

The successful API implementation and activation of TTCX program played a pivotal role in the success of the French Army's performance, yielding notable improvements across lower funnel KPIs.