With guidance from 360 Leads, Toshiba of Canada’s lead generation partner, the company created campaigns positioning IT professionals as “unsung heroes” dealing with day-to-day technology challenges, and inviting them to find out how Toshiba could make their jobs easier. Toshiba and 360 Leads chose LinkedIn Display Ads, Sponsored Updates, and Sponsored InMail as part of the marketing mix to help deliver this targeted content to IT professionals.
Toshiba wanted to offer its target audience free coffee mugs reading “World’s #1 IT Guy” or “World’s #1 IT Gal” — and needed to get the word out to IT people that the mugs were available. The company began by using Sponsored Updates and fun headlines to get attention – such as, “Mr. Awesome IT Guy, your mug is ready.” Display Ads showed people holding the mugs, and used the tagline “Free mug! Show ’em you kick IT butt,” while Sponsored InMail messages invited recipients to “Become the office hero.” All of the LinkedIn solutions drove IT professionals to a landing page where they could fill out a form to receive their mugs and learn more about Toshiba’s business notebooks.