LinkedIn to Launch Major UK Content-Led Campaign

With the goal of tempting its' 15 million UK users to engage with more site features, LinkedIn is set to roll out the "biggest" British brand campaign to date.

The company's strategy is driven by content marketing which targets the 26 to 34-year-old demographic. The UK campaign launch follows a US version which was released last week.

Created by BMB, the campaign highlights the real stories of four UK LinkedIn members. It will run across Facebook, Twitter, YouTube and SlideShare, plus via a dedicated content hub on the LinkedIn platform itself.

LinkedIn EMEA Director of Consumer Marketing, Peter Maxmin, commented on the new campaign approach: "LinkedIn is a social network and content business so it seemed natural and important for us to tell the stories through this media. Success for us is around inspiring members to make more of their professional lives and for them to really understand the role LinkedIn plays in that."

Maxmin further explained that the company feels now is the right time to launch this "significant" marketing activity - while the LinkedIn site is experiencing strong growth globally, an education drive is needed because some users "put in and get out a lot more than others".

Currently, the LinkedIn platform gets two members per second added to its existing 300 million members. Last month, the company appeared in the annual MillwardBrown BrandZ Top 100 Global Brands listing for the first time (77th place with a valuation of $12.4bn).

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