5 creative LinkedIn campaigns every marketer needs to know

Social Samosa takes a look at some of the successful LinkedIn campaigns over the last few years for a better understanding of the platform.

How often does the thought of using LinkedIn as a possible marketing strategy for your brand come to your mind? I am sure, the number is quite less and that is the reason, we have not seen too many brands exploring the potential of this medium and trying to tap into the 500 plus million user base with interesting LinkedIn Campaigns.

However, there are few brands who have understood that LinkedIn is actually more than just job hunting and networking platform and went on to create some successful campaigns.

Social Samosa takes a look at some of the successful LinkedIn campaigns over the last few years for a better understanding of the platform.

1. Van Heusen

The brand launched a search for the ‘most fashionable professional’ in the country. It was a contest which ran for almost a month, targeting 1.5 million LinkedIn users and clocked 30,000 unique visitors, 5,000 of whom who logged in to nominate 15,000 professionals. The intention of the campaign was to promote Van Heusen’s range of formal shirts.

2. Tourism Australia

In 2014, Tourism Australia partnered with travel portal MakeMyTrip and launched an engaging campaign titled ‘Who Deserves a Break in Oz’. The campaign made use of both Facebook and LinkedIn; here the participants had to nominate contacts from their network and select a desired uniquely Aussie experience for each of them. As a result of the campaign, there was an increase in visitor arrivals from India to Australia.

3. Fruit of the Loom

The underwear and sock brand launched their campaign ‘Start Happy’ in 2013, to target those who have changed their jobs in the last 30 days. These users received a LinkedIn message, which helped them to claim a new product from the brand. According to reports, the message was “We’re all excited for you about the new gig. To show this, we’re hooking you up with a complimentary pair of Fruit of the Loom. Because great-fitting underwear can help you start your workday in a great mood.” Through the campaign the brand managed to target a new niche.

4. Citi

In 2012, Citi realised the need for a social media hub, where women could network and discuss the issues that affect their careers. The brand teamed with LinkedIn and created a first-of-its-kind community for professional women called – Connect.

A number of issues that women face at their workplace came up with LinkedIn also realising that women were underrepresented on their platform and started looking for newer ways to engage with a powerful and growing audience base.

So, the online forum, Connect: Professional Women’s Network was formed, it was moderated by a dedicated LinkedIn community manager and all the discussion in this group was user generated. In terms of brand positioning it was a huge success, it was like a discussion board where members could post and comment on articles relevant to the group, at the same time it acted like a content marketing vehicle for Citi.

5. Weinstein Company

In 2013, LinkedIn announced the first movie promotion for Weinstein Company’s movie ‘Lee Daniels’ The Buttler. It was the first time, the professional networking site joined hands with Hollywood. A contest called ‘Path to Success’ was held, which offered three professionals a chance to scope out New York and have access to a recruiter, executive and a career coach.

Tell us about your favourite LinkedIn Campaigns at team@socialsamosa.com or in the comments section below.