LINKEDIN x BIG ISSUE: RAISING PROFILES
The Big Issue is a UK street magazine which offers a new hope for homeless and vulnerably housed people. When COVID lockdowns hit, Big Issue vendors were unable to sell on the high streets and saw their livelihoods erased. We partnered with the Big Issue to recreate their sales model digitally on LinkedIn - using location data to find the businesspeople who worked in the area where the vendors used to sell, thus reconnecting them with old customers who had walked by them every day. They upskilled digitally in the process, changing perceptions about what Big Issue vendors could accomplish. 🏆 Winner: Creative eCommerce Grand Prix at the Cannes Lions 2021
LINKEDIN: CHANGEMAKERS
The UK 'Changemakers' pilot launched early in 2020 and saw LinkedIn partner with exceptional grassroots professionals who shared a common goal - to make the world of work a fairer place. This wasn’t just a video campaign, it was a year-long partnership where we amplified our Changemakers, their mission, and their work across all brand and comms touchpoints. This partnership catapulted our Changemakers to the top 0.07% most influential members on LinkedIn and shifted brand perceptions around trust, relevance and community. The 2020 UK pilot scaled to a fully fledged integrated TV campaign across the UK, Australia, France & Germany in 2021. 🏆 Winner: 10x Industry Awards - The Drum Social, UK Social Media Awards, PRWeek, PRCA, SABRE EMEA
LINKEDIN x VIRGIN: DYSLEXIC THINKING
Collaborated with Virgin & Made By Dyslexia to change outdated perceptions of dyslexia in the workplace and society. We added 'Dyslexic Thinking' to LinkedIn as a skill members can add to their profile (10k within first week), a 1,526% increase in positive global social sentiment for the word 'dyslexia', and 250+ press mentions. 🏆 Winner: Titanium Lion at the Cannes Lions 2022
WHO GIVES A CRAP: THE GREAT SIT OFF
I led the development of The Great Sit Off — a social-first game show that revived Who Gives A Crap’s founding story of their CEO live streaming himself sat on the toilet for 50 hours until he raised $50k for their first production run for a new generation. Three comedians competed in ridiculous on-the-loo challenges, with every second seated unlocking more of a $20,000 donation pot for clean water and sanitation. Built as a 12-part content series across organic and paid social, it turned the brand’s promise of 'making it fun to do good' into distinctive, scroll-stopping entertainment.
LINKEDIN: L'APPRAISAL BUTTER
In an effort to drive earned conversations on social and in the media about our Brand, we tapped into the Indian trope of 'Maska Maarna' (or 'Buttering Up' in English) with an unexpected and tasty hook - a LinkedIn branded butter! Seeded with local offices, creators and executives, the activation drove 6M+ organic impressions (+18x organic monthly CPM) and 5x pieces of Tier 1 media coverage including a partnership with Brut India. Publications like Zee, DNA, The Tribune called it “a symbol of the platform's commitment to empowering professionals to navigate their careers with confidence and enthusiasm” and “something Indian professionals can turn to for light-hearted relief and learning”.
GROUPON: THE UNGIFTABLES
We showed that there's something to get even the trickiest of giftees for Christmas with Groupon. We made a set of social/YouTube ads, archetype gift guides, online shopping hub, PR campaign and lots of social content.
GEMALTO: THE CYBER INVESTIGATOR CHRONICLES
Who said you had to use a boring whitepaper to generate B2B leads on platforms like LinkedIn? To switch things up, we created a comic book that detailed the new hacker archetypes that enterprises might not yet know about or how to repel. The campaign drove Gemalto's most cost effective cost per conversion of any digital campaign they ever ran.🏆 Winner: CorpComms - Best Digital Campaign (Small Budget)
