LinkedIn: Bring In Your Parents
Now in its third year, LinkedIn’s global initiative ‘Bring in Your Parents’ (BIYP) has become its flagship communications campaign. To launch the third BIYP, we were tasked with creating a campaign that was both emotionally meaningful and would tap into existing cultural narratives to encourage users to engage with the site on a regular basis. It also needed to drive positive conversation around both LinkedIn and #BIYP online by shifting the focus from traditional PR to social.
The creative concept needed to be fresh and translate across 18 markets. To avoid campaign fatigue we needed produce assets and content that would inspire users to share and engage with.
To drive national and lifestyle media interest, we commissioned global research amongst 20,000 workers and parents worldwide, and working alongside a psychologist we identified different parenting styles and revealed the type of parenting employees were looking for: encouraging without being overbearing, labelled ‘The Lighthouse Parent’. The research was launched globally with all assets developed by Brands2Life: press release, infographic and a SlideShare quiz, allowing consumers to discover which parenting style they embodied.
To build momentum we produced a number of social assets including a funny and engaging video designed to highlight how little parents know about what we do. We also produced and translated shareable content for 18 markets including consumer research, an infographic and SlideShare for Twitter, Facebook, LinkedIn and Instagram.
On the day of launch we asked consumers to share their parents’ best career advice through organic and paid social support the #BIYP message went far and wide.
BIYP 2015 was the most social yet with 7,745 mentions and a potential reach of 92 million (Twitter), over 36,000 views of the SlideShare quiz and three million views of the video.
It also generated 439 pieces of coverage globally in titles such as Dagens Nyheter, Le Parisien, The Daily Telegraph, Expansion and Toronto Sun with Bloomberg stating “Bring in Your Parents is a thing – and it’s all LinkedIn’s fault” as well as over 50 broadcast coverage including six minutes on NBC’s Today Show. The campaign also encouraged 38 businesses to sign up to run the initiative internally and nearly 2,000 LinkedIn employees brought in over 3,500 parents.
Over the last three years, LinkedIn BIYP has won two awards at the SABRE EMEA and Digital Impact Awards as well as a further 12 nominations at the CIPR Excellence Awards, Corp Comms, Drum Marketing, Marketing Week Engage, PRCA, PRmoment, PRWeek and PRWeek Global awards.