What was the campaign in a nutshell?
#WeCanDoIt, LinkedIn’s first integrated global campaign for International Women’s Day, brought together influencers and the LinkedIn community to share content to support women affected by the pandemic and stimulate conversation as it approaches. the JIF and beyond.
How did the idea come about?
With professional women taking on more family and childcare responsibilities than men, and many considering exiting the workforce altogether, LinkedIn has seen a significant increase in conversations about the impact of the pandemic on women: women sharing their experiences, their fears and the career choices they had to make as a result of the pandemic.
Leading up to International Women’s Day, we saw a real opportunity to help and empower the women most affected by COVID-19 by harnessing this wave of conversation and mobilizing the powerful global LinkedIn community.
Briefly describe the planning and process of the campaign
Together with our colleagues at VCCP and working closely with the LinkedIn brand and communications team, together we created a fully integrated campaign that encompassed PR, social media, content and influencers.
Our goal was to demonstrate that LinkedIn not only understands the challenges women face, but also has the community and resources to help them.
To create a media story, we partnered with The Female Lead educational charity in an international survey of more than 20,000 working professionals. The research introduced the concept of the ‘eligibility gap’, revealing how social conditioning has left women feeling less deserving than men in the workplace – making them less likely than men to ask for a raise. salary or promotion – and the negative impact that has had on their career development.
A moving film accompanied the campaign and featured the inspiring stories of seven women from around the world. Directed by filmmaker Jessie Ayles, the film featured real women sharing their experiences and explaining who in their community gave them the confidence and support to get through it.
LinkedIn has also partnered with influencers to share stories of inspiring women using #WeCanDoIt, as well as male influencer voices on how to be better allies in the workplace.
What were the biggest challenges and how did you overcome them?
Two key challenges we faced were around getting the storytelling well delivered and the upload times. Given how crowded the IWD can be from a media perspective, it was important that LinkedIn had a unique and appropriate take on the topic, and more importantly, that it was genuinely useful and supportive to this audience.
In terms of timing, we had to balance our relevance to the current affairs agenda from the perspective of the IWD, while also cutting through the raft of other IWD stories and campaigns that we thought we were with. compete for column inches.
Making the decision to go online the week before allowed us to build momentum and help keep conversations going on and off the platform through March 8.
How did you measure the results and what were they?
#WeCanDoIt has put LinkedIn at the heart of conversations about the impact of the pandemic on professional women.
The campaign generated record levels of engagement and conversations, both on LinkedIn and in the media, raising awareness of the impact of the pandemic on working women.
In just three weeks, we saw over 890 global media coverage generated across broadcast, national, consumer and business headlines and over 8.6 million video views on LinkedIn’s social channels.
Basically, it responded to the two key metrics of the LinkedIn campaign, by stimulating the conversation about the impact of the pandemic on professional women and putting the LinkedIn community at the heart of the discussion, by empowering and inspiring women. to share their support, advice and inspiration.
#WeCanDoIt became the third most popular IWD-related hashtag on the LinkedIn platform (behind the two “official” IWD hashtags), strengthening LinkedIn’s role in highlighting and resolving issues raised.
What is the biggest lesson you learned from the campaign?
The power of onboarding – the mix of onsite engagement, influencers, social and traditional PR was critical to the overall success of the campaign.
Click here to subscribe to the FREE Creative Inspiration newsletter to receive dedicated features, feedback, and the latest creative campaigns straight to your inbox. Be sure to register on the site to access more than one story per month.
To submit an idea for the newsletter, email [email protected]