LinkedIn is looking to reinforce its status as the go-to platform for B2B professionals with the launch of ‘No One Knows What You Do’, a new integrated campaign.
The creative will be centred around two hero spots developed by the Ryan Reynolds-owned creative agency Maximum Effort that poke fun at the widening generational divides around B2B marketing and technology.
In ‘Cloud Sales’ we see a bewildered mother attempting to explain, with great difficulty, exactly how her son sells ‘clouds’; whilst in ‘Acronym Daughter’, a confused father worries about his daughter’s rapidly worsening communication skills, questioning the meaning behind terms such as ‘KPI’, CPG’ and ‘SEO’.
“We’re particularly proud of this campaign since it feels like it strikes a chord with anyone who’s worked in B2B marketing. The difficulty of explaining what it is we actually do – which many of us will do around the holiday table – seems to be a shared experience,” LinkedIn marketing solutions VP of marketing, Jim Habig said.
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“So we love how Maximum Effort took that insight and brought it to life in their characteristically tongue in cheek fashion, and underlined how, on LinkedIn, you can find all the people who do in fact understand what you do.”
Running across owned channels and paid media across the US and UK markets, this will mark the first time the business-focused social media platform has used connected TV and platforms such as Reddit in a campaign.
Maximum Effort president, George Dewey added: “For decades, my parents could not describe what I did beyond the single word ‘advertising.’ As someone with job duties that parents couldn’t exactly nail, I have special empathy for B2B workers.
“We love this campaign because of its insight and its humanity. LinkedIn is the place for B2B exactly for the same reason they immediately embraced this campaign – they get it.”
