The Swedish Coast Guard needed to increase interest in its trainee programme, especially among younger people and women. The goal was to attract more qualified applications and raise awareness of the job's versatility – from fieldwork to administrative tasks.
With a focus on authenticity, we developed the campaign Become a coast guard officer, which highlighted the real people behind the uniforms. Through films with the Coast Guard's staff, we gave an honest insight into their everyday work, from environmental rescue operations to teamwork. The campaign was rolled out in three phases on Meta, with a particular focus on women and areas such as Gotland and Norrland.
Applications to the Swedish Coast Guard's trainee programme increased by 330%, from 300 to 1,300, far exceeding the targets. At the same time, the number of unique visitors to the website rose by 370%, from 1,824 to 8,574. The cost per click (CPC) was 40–60% better than benchmarks: SEK 6.01 on Facebook/Instagram and SEK 16.47 on LinkedIn. The campaign's success was clearly visible in both increased traffic and a large number of qualified candidates.
Percentage increase in unique visitors to the website
Increase in applications
Total applications January 2025. Compared with 236 people in January 2023.
