Our newest work for LinkedIn, the world’s largest professional community, is shining a light on the unique benefits of its business platform. After an extremely challenging year, the UK unemployment rate has increased to 4.9%. This integrated campaign focuses on taking small steps towards new opportunities, with the help of LinkedIn’s supportive community.
The campaign leads with a TVC which tells the personal story of ‘Vik’ and his rather sorry-looking desk plant, 'Robert'. Vik utilises the LinkedIn platform and the wider professional community to start taking small steps towards finding employment. As Vik's opportunities and confidence grows, we also see his once drooping plant 'Robert' start to blossom.
The story will be strategically placed across TV, YouTube, Facebook, Instagram, Twitter and LinkedIn itself. LinkedIn will also make its TikTok debut with a bespoke hashtag challenge, starting in June.
The fully integrated campaign sees LinkedIn teaming up with a series of influencers to talk about their career growth and, in-keeping with the plant theme, the professional network will host a #KeepGrowing social activation for members to win one of hundreds of Patch plants. The campaign will culminate with a socially-distanced careers event in June, complete with live jobs vacancies and career advice.
Darain Faraz, Director, Brand Marketing at LinkedIn: "It’s been a challenging year for all of us, but green shoots are emerging, and we wanted the new ad to reflect that. The pandemic has changed how our members interact with LinkedIn - we’ve seen extraordinary engagement on the platform and countless heartwarming examples of the LinkedIn community coming together to support each other through these challenging times.
“We hope the creative reminds our audience of the power of LinkedIn and the opportunities their connections can facilitate, as well as the wealth of content and conversation that can support them at this time. We want our members to recognise LinkedIn is a place for everyone and that the next small step in their career, at this most unusual of times, starts with us.”
Join the conversation on LinkedIn and across other social media channels using #KeepGrowing.
It’s been wonderful to work on a campaign that's so relevant to the moment we're all living in, we’ve all seen family and friends go through the difficulties of this time. We wanted our creative to tell the story that on LinkedIn it's the small steps that make the big difference, and you don't need the loudest voice to be heard. Matt Lloyd, Executive Creative Director at VCCP