LinkedIn's Masterstroke: Kicks-off its biggest campaign in India during IPL 2018

An interview with Roger Pua, Senior Director, Brand, Marketing Communications, LinkedIn, APAC and China, on the campaign #InItTogether that was first launched in the US in January

e4m by exchange4media Staff
Updated: Apr 13, 2018 9:00 AM

A rather unlikely brand has join the IPL bandwagon this year. LinkedIn, the business social media site, has kicked off the India leg of its global campaign #InItTogether this IPL season. This is the first-ever series of TVCs for LinkedIn in India. 

The 360-degree campaign was first launched in the US in January 2018. India is the second market where LinkedIn has launched this campaign.  It was developed by the in-house LinkedIn Creative Studio and BMB in the US, and brought to life in India by The Glitch. The campaign will also launch in other markets in the Asia Pacific region in May 2018.
The campaign delves into the question: What are you in it (work) for? Myriad responses from LinkedIn users shaped the campaign that celebrates work and life. 

In an email conversation with exchange4media, Roger Pua, Senior Director, Brand, Marketing Communications, LinkedIn Asia Pacific and China, spoke about the insights behind this campaign and challenges in the Indian market and more.

What is the reason behind launching this ad during the IPL season? Or is the timing just a coincidence?

Our plan was to launch In It Together in India in April, so the timing of the IPL season was perfect, and enabled us to engage with the massive community who share the same passion for the sport.

Is this the biggest campaign that LinkedIn is running in India?

#InItTogether is the biggest integrated campaign of this scale for LinkedIn to-date. We kickstarted our TV campaign with IPL, and we have invested in outdoor advertising, which includes billboards, bus shelters, airports in Mumbai and Bangalore, and a metro train wrap in Mumbai. We are also promoting the campaign across LinkedIn’s official online channels on LinkedIn, YouTube, Facebook, and Twitter.

In India, we also run another major campaign in partnership with MTV, called LinkedIn-MTV Get A Job that targets only students and career starters, which is in its fourth year running.

What were the insights about the target audience that shaped the creative?
In It Together is about our members and professionals at all stages of their careers. Last year, we conducted a survey to understand what our members are motivated by and what success means to them today. The findings told us that our members feel a sense of fulfilment when their personal and professional values align to form their own personal definition of success.

Our campaign, #InItTogether embodies this insight that ‘success means different things to different people’ and is about our members on LinkedIn and every professional in the workforce. We asked our members what they are in “it” for (‘it’ being work and everything they associate work with), and their responses ranged from trying to fulfil a deep passion such as teaching others or giving back to the community to more pragmatic goals such as career advancements or providing for a brighter future for their families. This campaign is about celebrating our members’ different notions of success, their motivations, their daily lives, and what members are “in it for”.
We hope to encourage everyone in the Indian workforce to think about what success means to them, to reflect upon the motivation behind their drive… about what they are in it for and harness the support of our platform’s diverse member base, features, tools, and connections to push forward. We hope that by doing so, our members will feel more empowered to pursue their own definitions of success and connect with others who share the same ideals.

From a business standpoint, what does LinkedIn wish to achieve from this campaign?

We are a members-first company, with a mission to connect the world’s professions so they can be more productive and successful. In India, where we have a member base of about 47+ million members and growing fast, we hope the campaign will foster an even stronger sense of community amongst professionals, whether they are just starting out and finding their way in
their careers or are already established in their own right.

What are LinkedIn’s main focus areas for the Indian market?

One of the key focus area is to continue to localise our product to be even more relevant to members and customers. For example, the LinkedIn Lite app was developed in India about a year ago to make it easier and faster for professionals to access and engage on LinkedIn, particularly if they are in areas of low bandwidth and connectivity.

What are the challenges that you face in dealing with Indian users be it job seekers or employers?

The challenge our team has set for ourselves is to strive to continue to stay relevant with a fast-growing member base, particularly career-starters and the many companies we work with. This includes localising our product and features, providing opportunities for learning and up-skilling and introducing ways to enable professionals access opportunity more easily and quickly, such as the LinkedIn Lite app which was Made in India, for India and is now going global.

Take a look at all the creatives here: 

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