Every August, British 16-year-olds get their marks from the GCSE exams, a high-stakes test that has an enormous impact on their future educational and earnings prospects; on results day 2015, the British Army used Facebook targeting to reach these 16-year-olds with messages like “No matter what your results will be, you can still improve yourself in the army.”
Great way to get recruits, get them while they’re feeling down!
