LinkedIn – Get Closer

Ad campaign – Out of home, display and social

click any image above to view in full

images (from top left): 1 & 2. Large OOH ads (US). 3 & 4: Digital bus shelter ads. 5: Some of the social ads. 6: Three landing pages for different stages in the funnel. 7: Animated display ads. 8: a fully printed ‘campaign book’ to promote the campaign.

As part of LinkedIn’s big push for their new ‘Sales Navigator’ product, we won the opportunity to handle the global brand awareness campaign to help them launch it. The Sales Navigator tool is aimed squarely at young, tech savvy salespeople. The campaign was also somewhat complicated by a LinkedIn rebrand halfway through! Our integrated concept focused on the fact that the Sales Navigator product allows you to ‘get closer’ to the right buyers, at the right time.

The project spanned creative, video, media planning, strategy, and buying, including out-of-home, social media, and internal communications – in fact, this was the first time LinkedIn had ever run a large OOH ad campaign.

The campaign involved a photoshoot of several real ‘high achievers’ found on LinkedIn. These shots were then used on everything from large out-of-home billboards, digital bus shelter displays, a suite of HTML5 online display ads, and a large, multi-stage social media campaign across Linkedin, Twitter and Facebook (translated across 10 different languages) – all of which I designed and created.

You can see some of the OOH ads above, and a series of animated online display ads (across 3 different flights) for the campaign can be viewed here: Set 1 | Set 2 | Set 3. I also created a series of landing pages for the campaign, each targeted at a different type of audience, and you can see an example of one here on the LinkedIn site (in the updated brand style).