Professional development? LinkedIn knows how

GlobalAdaption

Social Media

Gen Z

Dynamic campaign mobilises Gen Z in the German market

In a world marked by rapid professional development and digital exchange, LinkedIn's latest B2C campaign, "Know-how - on LinkedIn", demonstrates how the platform aims to support and develop young professionals through innovative networking strategies and resources.

What is LinkedIn?

As a leading professional network, LinkedIn offers over one billion members, including 22 million in German-speaking countries, unparalleled opportunities for professional networking and education. Members benefit from a professional environment that helps them succeed in their careers while providing access to valuable resources for recruiting, marketing and sales.

Group synergies key to Gen Z

The "Know-how - on LinkedIn" campaign, strategically conceived and implemented by the Hamburg-based ad creative agency PUK, is specifically targeted at Generation Z and ties in with the successful US "LinkedIn knows how" campaign. Supported by PR and social media relationships, a multi-faceted campaign was created to meet the specific needs of the German target audience.

LinkedIn DNA: The campaign was shot at LinkedIn's German headquarters in Munich in collaboration with IVORY productions.

„Our LinkedIn campaign celebrates the exchange of knowledge and inspiration. We show how LinkedIn promotes the professional development of the next generation through networking and community—visually dynamic and convincingly implemented.“

Ines Gerlach, Creative Director at PUK

The objective: to establish LinkedIn as a knowledge platform

The main objective of the campaign was to raise awareness of LinkedIn among the younger target audience, generate registrations and encourage active participation. By strategically placing the campaign on Facebook, Instagram, Snapchat, TikTok and YouTube, the campaign reached a broad base of users and encouraged them to interact.

The positive response and engagement rate of the campaign demonstrate the significant impact that targeted and well-thought-out marketing strategies can have on the activation and retention of young audiences.

Change in perspective: The two videos address a specific question from the realm of everyday work life and underscore the vast repository of knowledge available on the platform.