LinkedIn campaign targets Gen Z with video content
LinkedIn has recently unveiled its latest social-first campaign called "Know-How That Sticks" in collaboration with integrated agency VCCP London.
The campaign, launched on Monday, October 28th, 2024, is designed to target Gen Z professionals and raise awareness about LinkedIn's new immersive video feature.
What VCCP London has to say:
Matt Lloyd, Deputy Executive Creative Director, VCCP London
Detail of the Campaign
The "Know-How That Sticks" campaign consists of three short films that showcase LinkedIn's new immersive video format.
This feature allows users to access short-form, authentic content aimed at providing valuable tips, insights, and industry news to help professionals advance their careers and grow their businesses.
Key Features of the Immersive Video Format:
- Full-screen video viewing
- Vertical swiping for content exploration
- Increased engagement compared to traditional written posts
Campaign Content
The "Know-How That Sticks" series covers essential career advice, including:
- Job searching
- Interview success
- Effective communication in meetings1
The campaign features influencers such as Patrick Quinton-Smith, Shola West, and Heather Elkington, who offer tailored insights for young job-seekers.
Throughout the series, quirky animated stickers provide humorous but questionable advice, reflecting the unsolicited guidance often faced by newcomers to the workforce.
Campaign Objectives
LinkedIn aims to:
- Engage a wider audience across its platform and Meta
- Enhance support for the next generation of professionals
- Provide practical tools and tips to empower young professionals in today's fast-paced world
The campaign concludes with the message:
"Get the right know-how, from the right people,"
Emphasizing LinkedIn's goal of connecting young professionals with experienced individuals within its extensive network.
By launching this campaign, LinkedIn seeks to filter out unhelpful advice for Gen Z professionals and showcase how younger professionals can benefit from the platform's resources and community.
