LinkedIn has unveiled an integrated marcomms campaign to promote a referendum content series.
#OffTheFence is its first ever fully-integrated marketing and PR campaign in the UK to promote long-form publishing on the platform.
Leave or remain?
The social media, above-the-line, experiential and PR campaign brings together a range of well-known business leaders who are publishing their own views on whether the UK should leave the UK or remain.
The campaign has already generated almost 10,000 Brexit-related posts on the platform, which is said to have added real depth to the referendum debate.
As part of the campaign’s outdoor activation, a life-sized lenticular was also constructed in Finsbury Square, London, on Monday, to engage commuters in the capital.
Sir Martin Sorrell, Baroness Valerie Amos and James Caan CBE are among the LinkedIn Influencers taking part, along with an array of other business people such as JML founder John Mills, to share their Brexit opinions with LinkedIn’s 20 million UK members.
LinkedIn worked with We Are Social on the activity, which is part of the professional network’s wider ambition to grow its publishing credentials this year. Launched in 2012, LinkedIn’s publishing platform now delivers more than 200,000 posts per week from 2.5 million unique members.
Peter Maxmin, EMEA director of consumer marketing, says: “Our research shows that half (56 per cent) of UK professionals aren’t sure how Brexit will impact their career, so we wanted to create a hub for professional discussion across a range of sectors.
“It’s thanks to our diverse and opinionated members that LinkedIn is such a fascinating place to read and share content in the first place, so it was a no-brainer to put them front and centre of this campaign.”
LinkedIn aims to connect the world’s professionals to make them more productive and successful, and transform the ways companies hire, market, and sell.