Campaign details

Brand: LinkedIn
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

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 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 social network for professionals – to strengthen local Saudi understanding of its global brand. More so, the campaign made a real impact for real women in Saudi, helping pave the way for the larger national and global audience to take part in a discussion they were avoiding.