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Campaign: Ireland, Right Place, Right Time

About IDA Ireland:

IDA Ireland is Ireland’s inward investment promotion and development agency, promoting Foreign Direct Investment into the country.

Campaign goals:

  • Build awareness and consideration at ‘moments of truth’ in the Foreign Direct Investment (FDI) journey
  • Drive awareness in key aspects of Ireland’s investment proposition, such as a stable policy and regulatory environment and the availability of talent
  • Establish relevance across different companies and industries in different markets

About the campaign:

The campaign transformed Ireland’s profile as an investment destination through expert use of different marketing touchpoints on LinkedIn, reaching and nurturing an audience of over 800,000 people, which represented 43% of IDA Ireland’s total target audience. It drove a 25% rise in engagement, contributing to 237 decisions to invest and helping to create more than 20,000 jobs.

Judges’ comments:

“IDA Ireland had thought about LinkedIn as a platform first and then built its campaign around it. They were very clear about their objectives from the start.”

Tejal Patel, Director of Digital Marketing EMEA, Cisco

LinkedIn products used:

  • Sponsored Content
  • Video for Sponsored Content
  • Dynamic Ads
  • Conversion Tracking
  • LinkedIn Lead Gen Forms

Campaign: National Mapping and Cadastral Agencies campaign

About Earth-i:

Earth-i provides very high-resolution satellite data and analytics to policy makers and innovators across the globe.

Campaign goals:

  • Reach Earth-i’s specific addressable audience of around 1,000 national mapping agency executives across 200 countries
  • Raise awareness across language barriers, and for countries at different stages of development
  • Support and influence a long buying cycle of up to two years

About the campaign:

Earth-i leveraged the beauty of its own images and the precision targeting capabilities of LinkedIn data to achieve powerful reach across its tiny, specialist target audience. The campaign generated over 118,000 impressions, doubled traffic to the Earth-i website, and enabled the business to generate several hundred leads and significantly accelerate its buying cycle.

Judges’ comments:

“This campaign succeeded in reaching and engaging 30% of Earth-i’s total, addressable target audience, and really put the business on the map. It was hyper-focused, beautiful to look at, and you could see a lot of thought had gone into it.”

Louise Owen, EMEA Client Lead, Mindshare

LinkedIn products used:

  • Sponsored Content
  • Conversion Tracking
  • LinkedIn Lead Gen Forms

 

Campaign: Dropbox Always-On Demand Generation

About Dropbox Business:

Dropbox simplifies collaborative working for businesses by providing a central place to access and share files.

Campaign goals:

  • Improve the quality of Marketing Qualified Leads (MQLs)
  • Maintain a competitive cost per lead (CPL)

About the campaign:

Dropbox Business and Pulse transitioned from short bursts of activity to an always-on lead generation campaign on LinkedIn that combined beautiful, impactful creative with custom targeting segments and a focus on sales and marketing alignment. This delivered 235% of the MQL target with an ROI of 29x.

Judges’ comments:

“From end to end, it was just a really impressive campaign. They had thought very deeply about how the brand activity linked to the lead generation activity, which then linked to the sales enablement activity, and the role that LinkedIn played throughout that.”

Ian Bell, Chief Strategy Officer, Gyro UK

LinkedIn products used:

  • Sponsored Content
  • Video for Sponsored Content
  • Conversion tracking
  • LinkedIn Lead Gen Forms
  • Sales Navigator

Campaign: Thought Leadership Masterclass

About Raconteur:

Raconteur is a premium publishing house, with special reports, digital and custom publishing divisions.

Campaign goals:

  • Engage with senior B2B marketers through their attendance at Raconteur’s Thought Leadership Masterclass
  • Generate 45 Marketing Qualified Leads (MQLs) 

About the campaign:

Raconteur used inspirational video from its previous thought leadership masterclasses, and combined this with Carousel Ads to drive quality engagement and exceed all of its campaign goals, generating over 60 MQLs at a CPL costing 35% less than the target and driving high-value sales conversations and conversions.

LinkedIn products used:

  • Video for Sponsored Content
  • Carousel Ads
  • Conversion Tracking

 

Campaign: Actionable Path for Marketing and Sales Collaboration

About Dassault Systèmes:

Dassault Systèmes, the 3DEXPERIENCE Company, provides businesses and people with virtual universes to imagine sustainable innovations. Its world-leading solutions transform the way products are designed, produced, and supported in all industries, including energy and utilities.

Campaign goals:

  • Position Dassault Systèmes as a trusted advisor for the energy and utilities sector
  • Support an Account-Based Marketing (ABM) approach
  • Generate leads and start relevant sales conversations

About the campaign:

Innovative use of both sales and marketing tools delivered a seamless customer journey that took decision-makers at Dassault Systèmes’ target accounts from awareness through to enhanced conversations with sales, and delivered a big increase in pipeline value.

Judges’ comments:

“The most impressive part was how this campaign brought the sales and marketing departments together to deliver success.”

Chris Bagnall, Founder and Managing Director, Pulse

LinkedIn products used:

  • Sponsored Content
  • Sponsored InMail
  • Sales Navigator
  • Conversion Tracking
  • LinkedIn Lead Gen Forms

 

Campaign: Business as Unusual

About ACCIONA:

A global leader in sustainable energy and infrastructure, ACCIONA offers expertise in the design of a better planet.

Campaign goals:

  • Generate brand awareness in key markets of Spain, Mexico, Chile, Canada and Australia
  • Reach business and investment decision-makers and influencers at scale

About the campaign:

Asking the provocative question: “What if the smartest decision was to invest in the planet?", ACCIONA’s striking films generated almost 1.5 million views with a view rate of 44.5% and video completion rate of 16.5%.

Judges’ comments:

“Because the content was so emotive, you wanted to watch it all the way through to the end. You could see it was part of an integrated campaign and there was a great ongoing experience when you clicked through to the landing page as well. Great job!”

Rachel Teare, Senior Director, Digital Demand Centre EMEA, CA Technologies

LinkedIn products used:

  • Video for Sponsored Content

Campaign: Jeroen Tas Influencer Campaign

About Royal Philips:

Philips is a leading health technology business with 77,000 employees across more than 100 countries.

Campaign goals:

  • Reposition Philips as a focused health technology company
  • Establish Jeroen and Philips as expert voices on key health industry topics

About the campaign:

Jeroen’s posts on topics like The Hospital of the Future, and the role of AI in healthcare established him as a LinkedIn Influencer, generating tens of thousands of views for each post, growing his follower numbers to over 129,000, and establishing him as a sought-after columnist and speaker.

Judges’ comments:

“It’s a great example of businesses being brave, holding up their stakeholders, and using them to showcase the personality behind the brand.”

Catherine Maskell, Managing Director, The Content Marketing Association

LinkedIn products used:

  • Organic posts
  • Organic video
  • Sponsored Content
  • Text Ads

Campaign: Jeroen Tas Influencer Campaign

About Royal Philips:

Philips is a leading health technology business with 77,000 employees across more than 100 countries.

Campaign goals:

  • Reposition Philips as a focused health technology company
  • Establish Jeroen and Philips as expert voices on key health industry topics

About the campaign:

Jeroen’s posts on topics like The Hospital of the Future, and the role of AI in healthcare established him as a LinkedIn Influencer, generating tens of thousands of views for each post, growing his follower numbers to over 129,000, and establishing him as a sought-after columnist and speaker.

Judges’ comments:

“It’s a great example of businesses being brave, holding up their stakeholders, and using them to showcase the personality behind the brand.”

Catherine Maskell, Managing Director, The Content Marketing Association

LinkedIn products used:

  • Organic posts
  • Organic video
  • Sponsored Content
  • Text Ads