5 Out-of-the-Box Digital Marketing Examples from 2018 (1)

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Image Credit: YouTube The popular business social network LinkedIn is looking to squash it's ‘white collar’ typecast and to realize its dream the brand has released a TV spot titled “In it Together” back in January during the 2018 Golden Globe Awards show. This was something LinkedIn has never done in the past. However, it certainly makes sense since the brand is looking to disentangle itself from its current perception. The influential thing about the “In it Together” campaign was the diverse range of businesses and people that featured in it. The new campaign was the first real integrated marketing effort by the social network. Apart from the TV spot, the marketing campaign also included a digital display, online video, search engine marketing, paid social media & outdoor ads, partnerships, podcasts, and radio spots. All in all, the campaign lasted for 12 weeks and it targeted four core markets: Los Angeles, San Francisco, Atlanta, and Philadelphia. The idea was to compare LinkedIn activity in these cities with other parts of the world that haven’t been targeted to comprehend the results of the campaign. The black-and-white, documentary-style video showcased the success stories of LinkedIn users in their own unique environments. While explaining the impact of the campaign Stacy Peralta, the campaign director, revealed in an email to Adweek that she knew from the beginning that this is one of those rare opportunities. Because LinkedIn wanted her to share real stories about real people and they wanted the candor, energy, and enthusiasm of the people involved. So her team found and documented unique people who are using the platform. They filmed new musicians, real-life cowboys, chefs, MMA fighters, animators, and physics teachers. All of them were not only using LinkedIn but are keen to share its effect on their careers. Final Thoughts
Of course, the tried-and-tested elements of advertising remain the same, but the unique thing about all the aforementioned marketing campaigns is the use of elements that produced emotions, encouraged empathy and most of all humanizes the brand. This tells digital marketing service providers to explore various avenues in order to find the best fit for their clients so they can achieve desired results.
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5 Out-of-the-Box Digital Marketing Examples from 2018 (1)

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