the ask:

The objective of this initiative is to create a natural social extension of their creative campaign (created by Chemistry Club) to tell LinkedIn’s brand story and communicate what the LinkedIn brand stands for.  A secondary ask was to increase the engagement and following across all channels (no small feat, but always a common client request).

The challenge: 

LinkedIn is the world’s leading professional network, but their social efforts to date have been product or feature focused, so we wanted to engage with their audience in a  provocative and natural way  in order to make an emotional connection.

THE SOLUTION: 

Edelman Digital created a social media campaign that centered under the hashtag #LiveTheDream — an empowering statement that encouraged engagement and organic adoption of the motivational mantra. More importantly, we targeted Millential Career Starters because as the future of the member base they would resonate with the positivity and hopefulness of the #LiveTheDream concept. 

We did this via authentic storytelling that reinforces the brand promise — that LinkedIn inspires me to accomplish more in my professional life — that families together with our brand assets at launch.

Credits:
Art Direction: Olga Montserrat
ACD: Tony Johnson
ECD: Kevin Sullivan