LinkedIn was facing a challenge as an impersonal brand, with a dry and very functional image. In order to breathe life into the brand we began by creating a content platform which shared inspirational tales of how real people have used LinkedIn to land their dream job, in doing so demonstrating how the platform connects you to opportunities which can help shape your future. Continuing with our drive for the emotive, we recently recruited the world heavyweight boxing champion and unexpected LinkedIn ally, Wladimir Klitschko. We ran a competition which gave winners the opportunity to join Klitschko on a 3 day coaching retreat in Iceland, cementing the brand as the driving force for those who want to illicit real change in their lives.
From casual acquaintance to long term partner
To drive sign-ups to their platform in Germany and drive profile completions here in the UK, LinkedIn needed a campaign to run in both markets which would provide people with a compelling reason to get involved. We recruited Wladimir Klitschko as our LinkedIn spokesman to launch our inaugural Skills Squad promotion. Together with experts on networking, body language and innovation, he was brought on to coach prize winners at a 3-day luxury retreat in Iceland, helping them to prepare for the next exciting stage of their careers.
To breathe life into the LinkedIn brand we uncovered – and told – the true story of Sunny Panesar. Sunny discovered his dream job as a product designer through using LinkedIn and fast-forwarded his journey towards career satisfaction. Produced on a shoe-string budget, we ran the film on VOD and on LinkedIn’s social media channels.
#ProjectManchester was a localised piece of work which encouraged the people of Manchester to unlock the full potential of what LinkedIn had to offer them. We gave them free access to the full suite of LinkedIn’s tools, and hosted a series of photo shoots across the city, giving them the chance to get a professional headshot for their profile. The film we produced asked ‘Why keep a low profile?’ and drove participation to events on the ground.