Brand owner: Microsoft Corporation
Lead agency: Edelman
Country: Saudi Arabia
Industries: Websites, online services, apps
Media channels: Content marketing, Events & experiential, Public relations, Social media, Word of mouth, influencers
Budget: Up to 500k
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 were averse to engaging in this conversation or providing solutions as it is perceived as too controversial.
This case exemplifies how Edelman identified a brave, culture-first opportunity for LinkedIn – the