| Title | WHY KEEP A LOW PROFILE? |
| Brand | LINKEDIN |
| Product/Service | LINKEDIN |
| Category |
B01. Use of Digital Advertising in a Promotional Campaign |
|
Entrant Company
|
BMB London, UNITED KINGDOM
|
|
Advertising Agency
|
BMB London, UNITED KINGDOM
|
|
Media Agency
|
GOOD STUFF London, UNITED KINGDOM
|
Credits
| Jay Pond-jones |
Bmb |
Creative Director |
| Jamie Inman |
Bmb |
Planner |
| Jonjo Borrill |
Freelance |
Photographer |
| Tom Richardson |
Bmb |
Account Director |
| Steve Whittingham |
Bmb |
Art Director |
| Spike Bowen |
Bmb |
Copywriter |
| David Wigglesworth |
Bmb |
Creative |
| Ed Redgrave |
Bmb |
Creative |
The Brief
Every day employers search on LinkedIn for new recruits. Without an up to date profile that includes your skills, these opportunities will pass you by. As part of a ongoing partnership with Manchester City Council LinkedIn wanted lapsed users to add new information to their profiles.
Campaign Success
We challenged the residents of Greater Manchester to raise their profile. There is no mark of success greater than a public statue, created in your likeness. We took the iconic monuments of Manchester and recreated LinkedIn profile pages to demonstrate the importance of listing your skills. For Queen Victoria, we celebrated her longevity and succession planning. For William Gladstone, legendary 19th century Prime Minister, we noted his public speaking skills and his ‘powerpoint’.
Describe the success of the promotion with both client and consumer including some quantifiable results
Confidential information currently. LinkedIn may release data at a later stage.
Explain why the method of promotion was most relevant to the product or service
Response driving campaign aimed at increasing number of completed LinkedIn profiles
Big strategic thought
Local activation only (Greater Manchester)
Activation ran for three weeks only