LinkedIn Marketing Awards
Celebrating the best in B2B marketing!
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LinkedIn Marketing Award Finalists 2018
Agency: Universal McCann
The global leader in renewable energy and sustainable infrastructure management used LinkedIn to drive brand awareness across the investment community and other senior decision-makers through its ‘Business as Unusual’ campaign. Its video content asked the compelling question, “What if the smartest decision was to invest in the planet?” and delivered the message that, “there is another way of doing things.” Organic sharing dramatically increased the impact of the campaign across all of its key markets, and brand surveys demonstrated significant increases in awareness of ACCIONA’s business model, mission, vision and values.
Agency: Zenith Media
Ireland’s investment agency used brand marketing on LinkedIn to build awareness and consideration at key moments of truth for investment influencers and decision-makers. In planning its Ireland, Right Place, Right Time campaign, IDA Ireland combined in-depth audience analysis with LinkedIn data to reach relevant audiences at scale across sectors and geographies. Using Sponsored Content, video and Dynamic Ads, it was able to tailor activity to different stages of the investment journey and the most relevant aspects of Ireland’s investment proposition for each audience. This resulted in deep engagement at scale among its addressable audience on LinkedIn, transforming Ireland’s profile as an investment destination, and driving big increases in the country’s investment pipeline.
Purina Corporate Brand
Purina brought its mission of promoting a society more open to pets to LinkedIn with a highly engaging campaign of content that demonstrated the value of bringing dogs to work. This campaigning approach built valuable brand equity for a business of pet lovers that does not invest in TV advertising. It did so by targeting pet-loving employees as well as facilitators working in HR and decision-makers with control over workplace culture and policies. The three campaign phases built engagement via a LinkedIn Showcase Page, reached out via InMail and then launched video content with exceptionally high completion rates. Ongoing engagement on the Purina website demonstrated the deep brand impact delivered through LinkedIn.
Corvil’s carefully planned and clearly targeted awareness campaign reached all-important financial technology and compliance decision-makers at scale, and with a frequency that enabled the business to dominate the conversation in its category. The Sponsored Content and video campaign was designed to support a range of marketing objectives through increasing Corvil’s brand equity: from building all-important trust and credibility through to generating and nurturing leads. Over the course of 12 months, this brand investment transformed the business pipeline.
Agency: Octopus Group
Earth-i, a provider of very high-resolution satellite data and analytics, used its own unique satellite imagery in a highly impactful campaign to drive relevant awareness among national mapping agency executives. Incorporating LinkedIn Lead Gen Forms enabled this campaign to generate a leads pipeline and demonstrate ROI without compromising its strong engagement levels.
Innovative video interviews with top German CEOs has helped to build a powerful influencer brand around top social seller Martin Grosse.
Dropbox developed a full-funnel, always-on strategy for lead generation, increasing both the volume and quality of leads while maintaining a competitive cost per lead (CPL). The approach aligned brand awareness and demand generation content, and used sales and marketing alignment workshops to ensure relevant content continued to play a role in the lead nurturing process.
Lead generation on LinkedIn is driving the growth of Web Summit’s four global events for the technology and finance sectors, building distinct brands for each regional event while continually growing attendance amid a highly competitive market. Combining CRM data with LinkedIn segmentation and optimising targeting approaches through A/B testing enables the business to deliver targeted content for each stage of the funnel. This includes inspirational video content to drive awareness. Conversion Tracking powers intelligent campaign optimisation, while integration with Sales Navigator enables Web Summit to nurture leads through to conversion and revenue.
RateGain’s persona-driven content strategy used a full range of LinkedIn touchpoints to build out a business pipeline that represented a significant return on investment. The cloud-based solutions provider for the Travel and Hospitality industry engaged its target accounts through Display Ads, Dynamic Ads, Sponsored Content, video and Sponsored InMail, capturing relevant leads through LinkedIn Lead Gen Forms and integrating with LinkedIn Sales Navigator to nurture those leads through to customer acquisition.
Radar Software (formerly Smartgate Solutions)
Radar Software developed a detailed targeting strategy based around a clear understanding of its addressable audience, and used insights from sales meetings and consultants in the sector to develop content tailored to its audience’s business needs. Combining Sponsored Content and LinkedIn Lead Gen Forms with Conversion Tracking enabled the business to optimise around the strongest targeting and content approaches, far exceeding all targets while maintaining extremely strong ROI.
Agency: Inbound Fintech
The SaaS payment processing company targeted high-value banking professionals with case study content tailored to the target audience’s specific pain points and a mix of paid and organic distribution that multiplied the impact of a limited budget. Its use of Sponsored Content and LinkedIn Lead Gen Forms increased alignment with sales, and far exceeded all MQL and SQL targets.
The premium publisher generated registrations for its ticketed Masterclass thought-leadership events using a combination of Video for Sponsored Content, Carousel Ads and LinkedIn Lead Gen Forms. Showing relevant audiences video captured at previous Masterclass events helped to generate interest and leads, while avoiding pushy sales messages and building brand perceptions as a credible content marketing partner for B2B businesses. The campaign beat all lead generation targets while generating immediate revenue through ticket sales.
An innovative 3DEXPERIENCE Platform® demanded an innovative process to generating and nurturing leads. Dassault Systèmes delivered that approach through account-based targeting that combined Sponsored Content and Sponsored InMail with Sales Navigator. This path empowered close alignment with their sales teams, generating a sustainable pipeline of leads at the same time as building awareness in highly competitive sectors.
Digital Marketing Insitute
Agency: Wolfgang Digital
The Digital Marketing Institute broke new ground in the use of bespoke data for targeting on LinkedIn, using search advertising data to develop a sophisticated lead generation and remarketing campaign that drove its expansion into several important new markets.
Agency: Ekino, Socialyse & Havas International
The integrated container logistics company created hyper-targeted, data-driven stories to build a stronger relationship with its customers. Maersk leveraged LinkedIn’s capacity for account targeting to deliver personalised creative that addressed the key needs of different customers and drove engagement with innovative new aspects of its offer. The campaign used data in creative ways to demonstrate Maersk’s understanding of each customer’s business, and the number of containers that they had shipped in the past year. This delivered spectacular engagement levels, with the highest ever levels of social media traffic for the business.
Agency: Universal McCann
The global leader in renewable energy and sustainable infrastructure management used LinkedIn to drive brand awareness across the investment community and other senior decision-makers. Its video content asked the compelling question, “What if the smartest decision was to invest in the planet?” and delivered the message that, “there is another way of doing things.” Organic sharing dramatically increased the impact of the campaign across all of its key markets, and brand surveys demonstrated significant increases in awareness of ACCIONA’s business model, mission, vision and values.
Agency: LLR, Scholz & Volkmer, Fuel @Publicismedia
Mercedes-Benz’s launch campaign for its Sprinter flagship van model combined Video for Sponsored Content with Carousel Ads to deliver relevant, engaging content for each stage of the buyer journey. Humorous teaser and long-form videos built initial awareness, with Carousel Ads then highlighting key features of the first fully connected van model. The results? One of the most successful auto launches ever on LinkedIn.
This story of how a devoted Swansea City fan drove his business to success showed both the impact of Barclays’ #GameChanging campaign and the economic contribution that football clubs make to the local area. It also demonstrated how savvy use of a relatively small media budget can multiply engagement and awareness when teamed with precise LinkedIn segmentation – and insights about the value that business leaders attach to local understanding.
The LinkedIn Leaders Programme has established Shell’s senior executives as credible thought-leaders on energy issues. The reach and influence of Shell’s thought-leadership has been supported through careful targeting of those with an interest in energy issues, interactive Q&A initiatives, social media listening and employee advocacy. The programme represents a step-change for the profile and influence of Shell’s leadership, with posts picked up by global media and careful tracking of engagement revealing an increase in positive sentiment.
Thought-leadership on LinkedIn has established Philips’ Chief Innovation and Strategy Officer Jeroen Tas as a leading voice on the future of healthcare, tackling issues such as applications of Artificial Intelligence and patient empowerment, and playing a key role in supporting Philips’ transformation to a pure-play health technology company. A LinkedIn-focused strategy leveraging Sponsored Content, video, Text Ads and organic sharing has grown Jeroen’s audience more than 30-fold, and established him as a regular keynote speaker and columnist in mainstream newspapers.
National Bank of Greece
Posts from senior leaders on LinkedIn have played a measurable role in helping to shift perceptions of the bank, enabling it to build engagement around digital transformation while maintaining all-important levels of trust. The thought-leadership programme had a clear strategy built around the needs and concerns of different B2B audiences, with Sponsored Content, video and Dynamic Ads helping to drive engagement and Company Page followers.