Linkedin | IAmProfessional | Social/Influencer Campaign
We jumped in at 215McCann when they were about to shoot their “This is Professional” TV spot. The campaign was all about how the world of work is changing, and what it means to be ‘professional’ is evolving.
We were tasked with extending the campaign to the LinkedIn platform. The goal was to encourage dialogue, and make LinkedIn feel like a place where all are welcome to discuss, and redefine.
The first step was shifting the line from This Is Professional to the more social friendly #IAmProfessional. Then, utilizing some of LinkedIns new features such as video profiles, pronouns, and name pronunciation, we invited users to “makeover” their LinkedIn profiles, giving them a chance to shed their “old professional” selves and proudly share a more open and authentic version. We launched with #IAmProfessional posts from everyone featured in the TV spot. Linkedin influencers quickly followed, which encouraged even more LinkedIn users to share their stories.
The #IAmProfessional hashtag became the anchor for the rest of the campaign, and the next step was teaming up with a celebrity to keep spreading the word.
Agency’s spot for reference.
Social #IAmProfessional
LinkedIn unveiled #IAmProfessional profile updates with the launch of the campaign. With the help of our influencers we asked Linkedin members to update their profiles using the new features outlined below.
Static posts will feature still images of our stars paired with brief bios and their quote from the TV spot. Each post will end with a CTA to join the conversation on LinkedIn.
We used social posts on LinkedIn to spark conversation and prompt members to create connections, spark conversations that matter, and offer support so that others can also make work work for them.