Brands2Life wins twice with LinkedIn Changemakers at PRCA National Awards

Last night the PR industry’s best campaigns from the past year were recognised at the PRCA National Awards ceremony, which took place in-person in London.

We are beyond proud to share that we took home, not just one, but two awards for our LinkedIn Changemakers campaign in the Purpose and Diversity, Equity + Inclusion categories, making the campaign a six-time award winner. The PRCA National Awards are one of the most prestigious PR awards in the UK celebrating best-in-class communications.

In 2019, long-standing client, LinkedIn, challenged Brands2Life to create a campaign that demonstrated the real impact that content creators and conversations can have on the LinkedIn feed. We created and developed Changemakers, an always-on, force-for-good influencer programme in the UK, using the power of LinkedIn to drive positive change in the world of work.

In addition to millions of video views, the Changemakers campaign garnered attention from top tier media including Evening Standard, Marketing Week, The i and Vogue; celebrities such as Radio 1 DJ, Greg James and feminist activist and author, Florence Given; and world-renowned organisations, notably the World Economic Forum’s Uplink team. The launch campaign reached 57% of the UK population through social media advertising, resulting in a +9pt lift in unaided brand awareness, and a +13-20pt lift in brand perceptions around “trust” amongst audiences less familiar with the LinkedIn brand.

The Brands2Life team is immensely proud of the LinkedIn Changemakers campaign. From its early conception over a drink in a pub with the client as we pondered together the role of influencers on LinkedIn, to a second phase and now international brand campaign status; not only has it been a hugely rewarding endeavour so far, but one that truly exemplifies how long-term agency/client relationships can really lead to something quite special.

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Emily Reid