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LinkedIn’s vision is always to be more than simply ‘a place to find a job’, to be more culturally relevant, and to have a transformational impact on the workplace. How could this vision be brought to life?
Changemakers was initially developed as an always-on force for good influencer programme, using the power of LinkedIn to drive positive change in the world of work. It evolved into an international, above-the-line brand campaign in its second year.
Through social listening, we identified the issues of the moment affecting the world of work – diversity and inclusion, mental health, sustainability, disability, job security and flexible working – and then recruited creators to use their lived experiences, voices and values to drive #ConversationsForChange around these topics on LinkedIn.
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.
In year two, LinkedIn Changemakers evolved into an above-the-line brand campaign in the UK, with a TVC, and a strategic partnership with Channel 4. We created a blueprint of the campaign to enable local iterations to be developed in France, Germany and Australia.
“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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