LinkedIn campaign encourages professionals to pursue ‘own version of success’

LinkedIn has revealed a first look at its latest integrated marketing campaign, which uses real member stories to tackle stereotypical definitions of success and encourage more professionals to pursue their own unique definition.

The “In It Together” campaign is based on the insight that a lot of people feel that success is still defined by traditional notions of promotions, seniority and the corner office, and that their own version of success may not be widely recognised or supported.

The campaign launch follows a survey conducted by YouGov on behalf of LinkedIn late last year, which found that over a quarter of British people (29 per cent) believe that traditional perceptions of success are outdated, while three quarters (76 per cent) admit success means different things to different people.

The campaign includes a mix of video and powerful stills from LinkedIn members celebrating the many different things they’re ‘In it’ for, and that no matter what success means to you, we can all be ‘In It Together’.

The campaign will run across digital channels, out-of-home and cinema (in Germany only) in major cities in the UK and in Germany from 18th June, before rolling out in France on the 25th June. This will be the first time LinkedIn has launched a brand activation above the line in France.

In the UK, this will feature stories such as Shanice Mears who is ‘In it to change things’ as she strives to ensure that everyone has equal access to knowledge and opportunities regardless of background. In Germany it will include Tobias Eppler who shares how support from his family when discovering he was gay encouraged him to help people be their authentic selves at work. In France it will feature members like tech developer Nelly Meunier who created a solution to keep grandparents connected to their families after going into care.

It will also be supported by an earned media campaign in these markets and a social activation across Facebook, Twitter, Instagram, YouTube, and LinkedIn. The campaign also includes an employee activation component, with LinkedIn employees in these markets being encouraged to share what they are ‘in it’ for, while LinkedIn’s editorial team will be encouraging members and influencers to do the same on the platform.

This latest campaign builds on last year’s ‘This is Success’ activation in London, Berlin and Munich, which began to discuss some of the alternative definitions of success in each country. LinkedIn used out-of-home, transport hubs, online, social and on-platform media. Of those that were exposed to the campaign in the UK and Germany, there was a jump in the number of people saying it made them feel that LinkedIn is a place where they feel they belong and is a brand they love.

It will also seek to replicate the success seen with versions of the “In It Together” campaign which ran at the start of this year in the US, including a TV ad spot during the Golden Globes, followed by a rollout of the campaign in China and India.

Ngaire Moyes, Senior Director of Brand Marketing and Corporate Communications for the EMEA region at LinkedIn commented: “LinkedIn has an amazing community that we’re fortunate enough to see on a day-to-day basis, as we help each other to achieve success at work. We know from listening to our members that not everyone feels supported in the pursuit of their own version of success, particularly when this falls outside what is perceived as a ‘traditional’ career path.

“Using real member stories we want to show that there are many different definitions of success and that people should feel confident and empowered to pursue whatever theirs is. We hope these inspiring stories show how powerful it can be to pursue your own path and the role that our professional and personal communities, including those on LinkedIn, play in achieving this success.”

BMB is the lead agency for creative, with Goodstuff leading on the media buy for the UK, France and Germany, along with Ad Pepper for online media in Germany too. Hope&Glory are leading on the earned media campaign in the UK, with Hotwire and Havas doing the same in Germany and France respectively. Brands2Life are leading on the social activation in the UK and France, while Grayling are focused on influencer relations in Germany and Buddybrand on social media.