LinkedIn: Changemakers Australia

LinkedIn, a professional social network, launched a campaign in Australia to increase its daily active user by 70% year-on-year, and drive tangible and positive impact on individuals and communities.

Campaign details

Brand: LinkedInBrand owner: MicrosoftEntrant company: LinkedIn - AustraliaIdea creation: Hearts & Science SydneyMarket: Australia & New ZealandSector: Media & publishingMedia channels: Programmatic display, Social media, Video on demand, Cinema, Word of mouth, Influencers, KOLs, Radio & audio, Online videoBudget: 1 - 3 million

Executive summary

LinkedIn Australia sought to increase its Daily Active User (DAU) by about 70% year-on-year by shifting negative consumer perceptions

LinkedIn decided to launch a successful creator-led program called ‘Changemakers’ (originally for LinkedIn UK, created by Brands2Life)...

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