- LinkedIn is launching a latest global campaign, “Find Your In,” which places an emphasis on the platform’s networking capabilities, in line with information shared with Marketing Dive. The campaign is the first work agency Droga5 has done for the networking platform.
- The effort features a whimsical short film supported by TV, social media, online video and influencer activations. As part of the effort, LinkedIn will launch a creator-centric activation called “Big In” to highlight key creators as they explore necessary ‘ins’ throughout their careers.
- The flashy campaign comes after LinkedIn announced a company restructuring affecting 716 jobs, though the company in its most up-to-date earnings report announced an 8% year-over-year boost in revenue.
LinkedIn’s latest campaign from Droga5 is a flashy, upbeat initiative that comes during a time of increased disruption not just for the job market, but in addition LinkedIn as an organization. The multifaceted campaign puts an emphasis on the opportunities that will be found on the platform, but in addition its networking function, as seen with the concentrate on influencer marketing.
A brief film that spans just over a minute tells the story of a young girl, who’s seen sitting in a laundromat before a LinkedIn notification on a phone nearby spurs an all-out dance session to the tune of Remi Wolf’s “Guerilla,” showing the girl jamming out alongside clothing that seemingly has come to life. The spot was directed in partnership with Alaska and choreographed by Sherrie Silver, who has a notable history that features work for Childish Gambino’s “This is America” music video.
The campaign comes as LinkedIn, owned by Microsoft, reports its seventh consecutive quarter of member growth, per its latest earnings statement. The platform saw record engagement with over 930 million members using its services. Its latest effort could also speak to the growing number of Gen Z entering the workforce, a notable opportunity for the platform, which saw a 73% year-over-year boost in student sign-ups.
Still, the company hasn’t been in a position to dodge the rapidly changing economic landscape, prompting it to restrategize its Global Business Organization and its operations in China, resulting in the layoff of greater than 700 employees worldwide, in line with an organization announcement.
Read the full article here
