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TV, outdoor, radio, online video, digital display, podcast, search engine, and other media channels, Company Case 12 LinkedIn: Crushing the White-Collar Developing the Message Stereotype with IMC Social media networks seer numberless these days, but only an elite few that started in the early days of the World Wide Web still survive. One of those is LinkedIn, a social inedia site that debuted in 2002. Today, more than just surviving, LinkedIn is thriving. The professional networking social media platform pro- vides a venue for companies and individuals to interact in a busi- ness context. It has grown year after year, amassing more than 560 million members in more than 200 countries. Today, only a handful of social networks are larger. And of the major social media platforms active today, none have been around as long as LinkedIn. But a few years ago, LinkedIn's marketers recognized that their popular professional networking platform had a problem. It had developed an constraining image best described as "the place where white collars meet." Even more limiting, "white collar" tended to be defined as "Caucasian," "male," and "old." What's more, success in this group was defined as "moving up the corporate ladder." In other words, LinkedIn was perceived by the masses as stiff and stoic. This image prevailed despite the fact that LinkedIn's membership spanned a diverse range of people and businesses. As the realization of public perception settled in, many at LinkedIn felt that the company had strayed from its true nature and mission. To correct this stereotype, LinkedIn did something it had never before done. Although it had traditionally done very little advertising, the company launched its first-ever major-media integrated marketing campaign. The aim of LinkedIn's "In It Together" campaign was to recast the professional social net- work's brand image by sending a message of diversity across As LinkedIn marketers began developing the brand repositioning campaign, they first asked themselves what work meant to them and how important work is. The company also engaged research- ers to ask LinkedIn members the same questions. What they discovered astounded them. There were nearly as many unique answers as there were respondents. As researchers combed through the data, certain themes began to emerge. For some, work symbolizes a sense of purpose. For others, it means a deep passion. Some members defined work as a way to give back. Oth- ers viewed work more pragmatically, as a means of providing. Regardless of people's motivations or reasons for working, one overriding theme emerged. "No one wants to go it alone," says Melissa Selcher, LinkedIn's vice president of brand mar- keting and corporate communications. "Whatever you're in it for, you want to know there is a community of people to help, support, inspire, and push you." As the data revealed more and more people with nontraditional backgrounds, another theme also became clear. People hold different beliefs about what it means to succeed. However, regardless of how each person de- fines success, the importance of succeeding seems universal. From these insights, Linkedln's marketers developed a cen- tral campaign message. In short, LinkedIn boiled down a large and complex concept to a simple theme: Success is as diverse as the people trying to achieve it. With that, the campaign needed to communicate the professional network's key positioning point- that LinkedIn provides a community where people meet, under- stand, and support each other. And beyond just being a detached corporation that offers a professional meeting place, LinkedIn partners with organizational and individual members to help them succeed. To establish the "partner" image, the campaign needed to show that LinkedIn doesn't want to mold people into something 548 Appendix 1: Company Cases they aren't but rather provides the tools needed for members to forge their own individual paths. Io all, LinkedIn and its entire community are "In It Together to create member success Executing the Theme To bring this "In It Together" positioning to life, Linkedlo's marketers decided to showcase actual members. Stacy Peralta, director for the campaign's video content, explains: "What a and "Yo do I knew from the first reading of the boards that this was one of those rare opportunities. They asked us to tell real stories about real pouple; they wanted it shot in black anal white, and they wanted en- ergy, enthusiasn, and candor from the people involved. We found utid documented many of the utrique people who use the platforin. We found avant-gardle musicians, MMA fighiers, physics teachers, animators, chets, and real-life cowhays, all of whom rot only use Linkedin but tave about its cflect on their careers. aion received a from the the marketing the Mike Williams on a cold snorning as he herded calile. "It's pret- ty simple really." Other quotes included, "I'm living my life, doing what I love for a living." "Nobody in my family tried to take that leap of faith-so I decided to do it," and "My defini- tion of success is changing lives for for the better." The ad continued with responses to a question posed by Ms. Schneider at am I in it for?" The "The answers from various members came quickly_"Cause I believe in science," "because it's in my blood," **0 crush it," it to inspire," "hecause I love six- ing : problems,* *to create magie," "to be a pioneer," As the ad came to an end, a voice narrated the con- clusive tagline Whatever you're in it for, we're in it together." The campaign a considerable amount of press. Four months into 2018, the Digital Marketing Institute dubbed it one of the top three most creative marketing campaiyns of year. Part of the campaign's impact can be attributed to to perfect timing, Shortly before the launch of LinkedIn's message of partnership and trust, the global press re- ported widely on cases of sexual harassment that evolved into the "#MeToo" movement. Shortly after the campaign's launch, the world learned of the data breaches involving Facebook and Cambridge Analytica. Although the the campaign is still young and LinkedIn has remained tight lipped about measured outcomes, the workplace social network has now moved past the opening 12-week phase, in- creasing the campaiga's scope across North America, Europe, and India. And even though the campaign has gone global, it remains local by showcasing people and stories from each region. For those unfanuiliar with LinkedIn, the campaign introduces the network with the desired inage of diversity and partnership. For those al- ready familiar with the brand, the campaign erases undesirable perceptions. Either way, it is likely that LinkedIn will expand its membership across ethnicities and career types in the near futurc. e campaign-ali on a grand scale In developing the "In It Together" campaign, LinkedIn in- vited its 11,000 employees to visit a microsite to share why they are "in it." They also asked employees to nominate LinkedIn members to be subjects for the campaign's content. Of the LinkedIn members chosen for the . of whom volunteered to participate without compensation one thought he was just the recipient of a mass email when he received the invitation. "I'm not the typical financial advisor," said Eszylfie Taylor, founder and president of 'l'aylor Insurance and Financial Services. "I'm still young. I'm African-American. And my story is not one that's told commonly." As someone who perceived himself as atypical, Taylor was excited to share the reasons behind what I do and the role I play in people's lives ." To monitor the campaign's effectiv s cflcctiveness, LinkedIn rolled out the "In It It Together" campaign sequentially with the initial 12-week effort tarycled at four core markets Atlanta, Philadelphia. Los Angeles, and San Francisco. It compared outcomes in these markets against performance in control mar- kets not exposed to the campaign. It next launched a TV spot during the Golden Globes award showan uncharacteristic media channel and vehicle but one I inkedIn thought perfect for making clear its intentions to shatter current perceptions of its That first ad, along with other video content, incorporated raw, black-and-white video and stills in a documentary style. The ads featured a variety of real LinkedIn members telling their success stories in their own unique environments. Moreover, LinkedIn created different versions of the ad so that each mar- ket saw an ad featuring people from that market . The simple ad-production approach allowed the powerful message to shine. The "In It Together" message unfolded in bits and pieces across montage of individuals. "Mixed martial arts is liter- ally the hardest thing I have ever done in my life," said member Colleen Schneider, to images of her working out and sparring. "It brings me a lot of pride knowing that I can help expand human knowledge." said physics researcher and lecturer La- mar Glover against a backdrop of formulas on a blackboard, "Being a rancher's not what I do, it's who I am," commented Questions for Discussion 1. Analyze the "In It Together" ads based on the process of creating an advertising message as outlined in the text (see www.youtube.com/user/LinkedIn/playlists). 2. Discuss issues of selecting advertising media for the In It Together" campaign. How right this process differ from that of campaigns for other companies? 3. Based on the information in this case, low might LinkedIn measure the effectiveness of the "In It Together" campaign? 4. Will the "In It Together campaign be effective? Support brand image Four answer Surces: "Tluces of the Most Cicative Marketing Campaigns of 2018 (So Tar)." Digital Markering Instide, May 2, 2018, http:// digitalmarketinginstitute.com/en-us/blog/05-02-18-3-01-the-most- creativo-turketing campaigns of 2018, David Cohen, "Linkedin's New Integrated Marketing Campaign Socks to Smash Its 'White Col- lav' Stereotype." Adweek, January 8, 2018, www.adweck.com/digital linkedins-new-integrated-marketing campaign-seeks-to-smash its- white collar-stercolypel: Emily Phn, "LinkedIn Readies Consumer Ads Featuring Real Members." Campaign. June 15, 2018, www.campaignlive. com/article/linkedin-l'eadies consumer-acs-featuring real-members/ 1485051; and www.ourstory.linkedin.com/, accessed October 2018, 2. Discuss issues of selecting advertising media for the "In It Together" campaign. How might this process dillur from that of campaigns for other companies