In It Together: LinkedIn Global Brand Campaign

We all have our own aspirations, goals, challenges and views on success. We’re all ‘in’ what we do for our own reasons. Whatever we're in it for, we're #InItTogether.

ROLE

Creative direction and design, internal activations team lead
Creative direction and design, OOH asset executions

CONTRIBUTORS

LinkedIn Creative Studio (in-house brand team)
BMB London

The problem

The majority of LinkedIn members see the brand as a stuffy, corporate site catering to the “pale, male, and stale” C-suite crowd or self-serving entrepreneurs. There's an emotional value gap between the audience and brand.

In fact, LinkedIn has never been more relevant and useful to its members. We all have our own aspirations, goals, challenges and views on success. We’re all ‘in’ what we do for our own reasons. LinkedIn is a home for every single one of them, and will help members achieve things.

The ask

Launch an internal activation program to inspire employees about the important role they play as LinkedIn brand ambassadors. Create an internal microsite to serve as the online destination for employees to learn about the brand transformation and the campaign, and be inspired by watching the stories, and engage by sharing their “in it” stories. Deliverables included:

Campaign narrative/story
Employee emails
Digital screens video and still
Company group post
Prominent office environmental installations (internal and external)
LinkedIn login screen
Internal microsite
Laptop sticker and desk drop

Select internal activation assets

Employee activation email

The initial outreach to all global employees started with an email from Melissa Selcher, LinkedIn VP of Brand Marketing, announcing the brand campaign kickoff with a TV spot during the Golden Globes broadcast. This email and TV spot marked the first appearance of the photography and campaign aesthetic.

A video sticker and a laptop sticker

The video sticker is a digital overlay for use on videos posted in the LinkedIn feed. Members were encouraged to use the video component to record a message saying what they’re “in it” for, and use the video sticker and #InItTogether hashtag.

The laptop sticker was distributed to all employees as part of the internal activation desktop drop. Employees were encourage to fill in the blank with their “in it” statement.

Storyline

This is an in-product continuation of the campaign, a banner used for the storyline whenever the #InItTogether hashtag is used in the LinkedIn flagship product. Examples show the mobile and desktop experience.

Microsite

The internal microsite served as the central hub of information for all global employees, enabling social sharing of assets from the campaign.

Flagship sign-in screen

The campaign identity was carried into the home screen for the flagship product for all logged out visitors using a browser to access linkedin.com.

OOH executions

My team was tasked with with the execution of the internal campaign assets. However, the out of home (OOH) was so large it required the support of all Creative Studio members — it was an “all hands on deck” moment! These are some of the assets captured in the wild.

BART stations

Bus shelters

222 2nd Street

Social shares

The final quantitative campaign metrics are not available, but in general the campaign was a huge succes, receiving accolades from employees and LinkedIn members. Here are a couple of social shares.