LINKEDIN FOR STUDENTS

This is a great example of our audience-led methodology brought to life.

LinkedIn approached us wanting to reach out to a new generation of jobseekers. In what was a strategic first for the brand, the challenge was to engage with and educate students and graduates who may be looking for their first job but were unfamiliar with LinkedIn’s platform and capabilities. Or worse still, were aware of it but unwilling to give it a go.

So, to connect with this especially astute crowd, we decided to take both a hands-on and hands-off approach to ensure we kept things as credible as possible.

We were hands-on in finding and collaborating with a select group of students to establish valuable insights and the right tone of voice to help craft a script that would really resonate with their peers.

Once we had the script in good shape, we were then hands-off by deciding to take the role of creative ‘Uncle’ and set our student team free to capture much of the content themselves. After all, they are the ultimate generation of content creators.

We mixed this with an unashamed use of low-fi stock footage & imagery, playful yet subtly slick motion graphics and a natural voice-over artist and delivery to take any ‘corporate edge’ off and remove any barriers or preconceptions students might have about using the site.

With a smart media and distribution plan behind it, the campaign was a massive success and saw a huge increase in new sign-ups from people across the UK under the age of twenty-five.

Ultimately, helping a lot of young people find their first job and take that all-important first step on their career path.