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People in the UK saw LinkedIn as a job site. Nothing more. Nothing less. But LinkedIn wanted to move past that to be seen as a space where professionals really shape culture and drive change.
Against a backdrop of tech toxicity and performative allyship in the media, LinkedIn needed to demonstrate authenticity and purpose. All while showing that meaningful social impact conversations can thrive on the platform.
The aim? Go beyond attention and make the platform the place to be for positive professional change.
Through social listening, we identified the big issues in the world of work. Then, found people whose lived experiences had direct relevance to the workforce – from mental health to social mobility – and brought them to LinkedIn as UK Changemakers.
Creators were assessed against authenticity and engagement criteria using Brands2Life’s own influencer algorithm PUNCH, to ensure they were a good fit. The campaign was then designed to elevate these individuals and increase their influence on LinkedIn.
We launched with an emotive and thought-provoking video series that positioned our Changemakers’ stories as catalysts to drive engagement with professionals on the platform around the question: “What one thing would you change about the world of work?”. We dived into each creator’s personal story with the hope of galvanising the LinkedIn community to get behind them and be part of driving paradigm shifts.
To maintain momentum, the creators published regular long-form and video content on LinkedIn throughout the campaign, which was amplified on LinkedIn’s own channels. The campaign videos and creator content were supported with strategic paid media – including TV, VOD, audio ads, paid social – and focused PR activity, to drive further reach and engagement.
That was just the start. For Phase 2, we went bigger. Changemakers hit the studio, with the personal stories becoming the centre of a year-long content series – visible across social and broadcast in the UK and beyond. LinkedIn tasked us with supporting its France, Germany and Australia teams to roll out iterations of their own too.
Our structured approach enabled us to tap into issues of the moment with real social impact stories and, crucially, provoke participation. Changemakers truly was the ideal marriage of brand alignment and cultural relevance, showing everyone how LinkedIn can be a catalyst for workplace transformation.
“I wanted to personally say a HUGE congratulations on delivering a truly stunning campaign. I absolutely love what we have achieved with this. It truly captures the potential of what the LinkedIn community is capable of.
Changemakers is an example of the Brands2Life team's brilliance at work - both in management and creative. Brand impact shows some impressive results."
The campaign established LinkedIn as a powerful place for influencers and creators, and contributed to unprecedented growth in on-platform content creation generally, with YOY increases seen in key brand metrics.
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