LinkedIn-first campaigns are rare (and there’s a reason for that) but it leaves the medium open to creative disruption and allowed us to have a big impact with almost 0 spend. The adman’s holy grail!

We leaned into the performative nature of the platform, and subverted it’s most recognisable behaviours, launching with a tongue-in-cheek job post and encouraging users tag their “office allies” - and in turn tag their allies - spreading the word to a brand new, personally selected, audience. Community managers were on hand to stoke conversation and boost the algorithm, and we even had industry media and recruitment consultants like Major Players post our job, hijacking LinkedIn’s UI to spread our message to a very specific network of professionals.We then supported the LinkedIn campaign with Instagram posts and stories, a microsite where allies could sign up, a toolkit they could contribute to, a PR-able photoshoot, and coverage in industry publications.​​