Campaign details
Brand: LinkedInBrand owner: Microsoft CorporationLead agency: EdelmanCountry: Saudi ArabiaIndustries: Websites, online services, appsMedia channels: Content marketing, Events & experiential, Public relations, Social media, Word of mouth, influencersBudget: Up to 500k
Executive summary
Increasing Saudi women's participation in the workforce is integral to Saudi Arabia's Vision 2030, but making the first move to address professional women and recruiting them was still perceived as controversial.
We chose to focus on women (25-35 years old) because despite this priority being so high and topical, many brands and government entities...