LinkedIn challenged Brands2Life to create an campaign that humanised the brand beyond the corporate world and drove quality conversation on its platform. With social listening revealing the most talked-about issues – on LinkedIn and beyond – affecting the world of work (diversity and inclusion, mental health, sustainability, disability and flexible working), we felt a force-for-good influencer campaign was pertinent. However, traditional influencer marketing was not the answer as influencers’ ‘#ad’ activity is extremely rare on the LinkedIn feed – a place for trusted and professional conversations, and LinkedIn also only features real members in its marketing campaigns. We needed to find a way to demonstrate the true influence that anyone can feasibly have on the platform.
We qualified activists campaigning in the areas identified and selected 7 for the LinkedIn Changemakers programme: a 12-month effort, seeking to elevate them and their causes, and drive paradigm shifts in norms and attitudes related to the world of work.