LinkedIn

Thought leadership and turnkey content boost customer revenue for top professional networking site

SOLUTION

End-to-End Support

SERVICE

Creative

VERTICAL

Social Network

THE CLIENT:

The world’s largest professional networking site

Serving 700+ million members, LinkedIn is a social network that specializes in business and employment connections. The platform is mainly used by employers searching for candidates and job seekers looking for their next career move. The client offers various content marketing solutions to brands and employers on the platform to add value to their strategy, creative, and optimization of campaigns.

THE CHALLENGE:

A requirement for content creation to drive ad sales

LinkedIn needed a partner to brainstorm creative solutions and create content for advertising customers. Better content would help drive performance and increase revenue. They needed a partner who could scale creative resources (art directors, designers, developers and copywriters) across multiple sectors. With major clients like JP Morgan, Grainger and CRISPR Technologies, LinkedIn also required white glove account and project management skills to ensure projects were delivered on strategy, on budget and on time.

THE SOLUTION:

A bespoke team as a preferred partner

Theorem aligned a dedicated team of art directors, designers, copywriters and digital producers that worked as an extension of the LinkedIn teams. We implemented an efficient onboarding process and created bespoke best-practices. The outputs were creative solutions that included everything from social posts, to videos and microsites. Our A/B test plans helped drive performance and created an understanding of the creative variables that delivered the greatest impact.

THE IMPACT:

Effective content creation increased customer revenues

The program had a material impact on LinkedIn’s $6.8B business, specifically in key client verticals including technology, education, finance and biotechnology. Our turnkey solutions gave the LinkedIn sales team the opportunity to upsell clients and garner larger media spends by offering added value content from the Theorem creative team. Additionally, key clients such as JP Morgan utilized the content created by Theorem to drive higher levels of customer engagement on and off the LinkedIn platform. 
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