LinkedIn: Buzzwords


We created the first ever socially-led campaign to reveal LinkedIn’s most overused buzzwords, aiming to driving conversation around LinkedIn’s target audience – career builders.


We ran LinkedIn’s first ever Instagram-focused campaign, complete with tailored content and paid Instagram media. We partnered with the influencer @Instachaaz (90,000+ followers) to tap into a new, younger network and create engaging content specifically for the highly visual platform. We also worked with Tom Fishburn aka the Marketoonist to illustrate the use of buzzwords in real life situations. These cartoons were used for the hero piece on SlideShare and social content.


All KPIs were smashed for the campaign globally – 25 million impressions, 965,000 engagements and 266 pieces of coverage. For the first time ever LinkedIn used Instagram as a key channel with tailored content and its own paid media spend. Instagram alone had over 292,385 engagements and 6.7 million impressions, but most importantly showed the highest average engagement rate out of the social channels by 1.3% points.