Create a campaign that would help career builders feel welcome on the platform and show that LinkedIn is a supportive and all-inclusive network.
Through an integrated campaign (spanning social, digital, experiential and PR) we challenged people to redefine what success meant to them. We launched the campaign with a pop up event at BOXPARK, partnering with Sub Cult to create the “Successwich” – a dopamine inducing sandwich designed to give Londoners a taste of success on their way to work.
Having promoted the event on social and via listings coverage, the “Succcesswiches” were given away for free across three days. We released attitudinal research (which revealed 13.5m Brits feel unsuccessful) for a media splash and created social assets using the OOH creative to target career builders. We designed polarising posts to spark engagement on social media and worked with lifestyle influencers and UNILAD to create earned and owned content across Instagram, Twitter, Facebook and LinkedIn.
The #ThisIsSuccess content outperformed every 2017 benchmark set on the UK Facebook page, with one of the posts becoming the most “reacted to” ever. We drove more than 2.3 million impressions and 42.700 engagements. The “Successwiches” sold out every day with queues around the block, serving over 900 subs. We delivered more than 20 pieces of coverage, with six national pieces from the research including Metro, Mirror, Express and Mail with two more secured.