LinkedIn Launched First-Ever Brand Campaign
I’m sure no one is new or doesn’t know LinkedIn, right? In today’s digital age, networking has evolved beyond traditional face-to-face interactions. Professionals around the world are increasingly turning to online platforms to expand their professional networks, showcase their skills, and explore career opportunities. Among these platforms, LinkedIn stands out as the premier destination for professionals seeking to connect, engage, and thrive in the global marketplace.
Last week, LinkedIn launched its first-ever brand campaign — “That’s Premium” for LinkedIn Premium, and running through mid-March. The campaign will be featured across connected TV, paid social, paid digital, online video, and creators.
The “That’s Premium” campaign is made up of three highly cinematic and memorable films directed by a Cannes Grand Prix-winning director Terence Neale of Park Pictures, each of which I think is a visual blockbuster with a very advanced feel.
Was this campaign a success for LinkedIn? Can it effectively help LinkedIn attract more customers?
I think the answer is YES!!
I love this campaign and each film very much! In my opinion, each film has its own unique storyline and characters, and they illustrate the outstanding features of LinkedIn Premium, giving users a clear understanding of how LinkedIn can help them stand out and succeed in the job search process, even their careers.
1. That’s Premium | Office | LinkedIn
The first AD showed a man squeezed at an abnormally small office, his legs and feet curled up, LinkedIn offered several more suitable jobs for him, and then he went to a company with a comfortable workspace to work.
2. That’s Premium | Interview | LinkedIn
The second AD is about a LinkedIn member who goes to a job interview and finds that all the interviewees are exactly like her, as if surrounded by clones, then she asks LinkedIn Premium’s AI-powered Takeaways how can she stand out from the people in this interview, and LinkedIn helped her do it.
3. That’s Premium | Presentation | LinkedIn
The third AD depicts a LinkedIn member who lost her audience’s attention during a presentation and regained it after watching a course on how to give an engaging presentation with the help of LinkedIn Learning, part of the LinkedIn Premium experience.
In conclusion, I think LinkedIn effectively conveys the right message and attitude to the right people through right place — social media. These three ads express the solutions LinkedIn can provide to users before they become overwhelmed, and show how well the results of that solution. This campaign focuses on the real-life career experiences that each of us faces in our professional journey. Interviews, Presentations, these scenes are relevant to all of us, users would feel the connection with the brand LinkedIn!
