Brand Storytelling for The Association of Royal Navy Officers:
Creating Engaging Video Content for Digital Campaigns
The brief.
The Association of Royal Navy Officers (ARNO) and the Royal Navy Officers’ Charity (RNOC) required a multifaceted content suite to serve two distinct but overlapping audiences. The goals were:
- ARNO (Membership Awareness): Highlighting the exclusive perks and community benefits available to serving and retired naval officers.
- RNOC (Charitable Impact): Showcasing the vital support provided to beneficiaries, focusing on the human stories behind the charity’s work.
The challenge lay in balancing the “perks” of the association with the sensitive, impactful “stories” of the charity, all while maintaining a premium, authentic tone that resonates with the Naval community.
Industry
Charity & Members Association
Services
Content Marketing
Photography & Videography
Success for a shoot like this depends entirely on the preparation stage. We focused on Skillful Storytelling as the primary focus for the campaign:
- Strategic Interview Drafting: We spent significant time drafting tailored interview questions designed to put subjects at ease while ensuring the “hooks” for social media were naturally embedded in their answers. This preparation ensured a smooth, efficient shoot day with high-quality soundbites.
- Content Day Efficiency: By preparing a rigorous schedule, we were able to capture a massive volume of assets, stills, long-form interviews, and short-form social reels; all within a single window, providing both organisations with a library of content for the year ahead.
The OnBrand Team Behind ARNO & RNOC’s New Assets
Tina Kelf – Content Lead
Role: As content lead Tina has been at the fore front in content production for ARNO’s ads campaigns, from initial scripting to the final edit.
Sarah Warren – Digital Account Director
Role: Working closely with ARNO’s senior management team Sarah oversees the performance management.
Charlotte Ball – Content Executive
Role: Working closely with our content lead Tina to help deliver high-quality and engaging digital content for ARNO.
