2022 highlights: An inside look into the UK Brand Marketing team

As we step into the new year, we’re connecting with Zara Easton, UK Head of Brand Marketing, to reflect on some of last year’s best moments.??

Throughout 2022, Zara and her team championed our values through meaningful storytelling and by highlighting many of the important conversations unfolding on LinkedIn. From working with a transformational rehabilitation program, to partnering with the Women’s EURO 2022 football tournament, here’s a taster in case you missed it…

Author: Zara Easton, Head of Brand Marketing UK

As a team, we operate with two key things in mind; firstly, we have a palpable curiosity for culture and an insights-led approach to truly get under the skin of what resonates with a British audience. Secondly, we aren’t afraid to take risks; to push creative boundaries through storytelling, purpose-led partnerships, and social moments.

And, in true LinkedIn style, our collaborative company values and our team qualities mean that these campaigns are executed in an integrated way, and we love partnering with teams across the business and our exceptional agencies to bring our vision to life.

That’s why 2022 was a huge year for us – from evolving the brand and changing perceptions to showing there’s space for everyone on LinkedIn…

Giving people a second chance

As a start-up charity that supports young prison leavers, the Inside Out Clothing Project was something the team wanted to support given it ladders so closely to our equity vision. We worked with the participants to create “the UK’s first clothing brand by young prison leavers”, culminating in an experiential brand event that drove support across the LinkedIn platform.?Alongside this, we partnered with our Social Impact team to deliver “LinkedIn Coaches” sessions where we set them up on the platform to start building their personal brand.?

Showing there’s space for everyone on LinkedIn

2022 also saw our biggest campaign to date go live. The creative was built around the idea that “No matter what’s happening in the world, there’s always space for everyone on LinkedIn” – and we wanted to demonstrate this while showcasing our wonderfully diverse communities. So, with 300 extras and a 100-strong crew, we took over streets, parks, libraries, and homes to bring this idea to life. Launching across TV, social and digital, we delivered a knock-out campaign that created huge brand uplifts.?

Driving shifts in attitudes to women in sport

Something big happened in 2022, with a seismic shift in attitudes towards women in sports. With over 365 million people tuned in globally, including countless families and young girls, we couldn’t be prouder to have sponsored the UEFA Women’s EURO – even more so since this historic sporting moment has been an inspiration to so many.

As a national sponsor, we wanted to show the importance of role models on and off the pitch – after all, it’s easier to be what you can see! And, as part of our activation, we decided to follow in the footsteps of historical figures – literally. For 30 miles, we walked alongside Carol Thomas – England women’s captain at the very first EUROs – and other inspirational female footballers. We heard their stories and stood with them as the Lionesses brought it home. The campaign surpassed our expectations, not just in viewership and brand results, but in the richness of discussion on LinkedIn about equality and a change in perceptions.?

Showing that dyslexic thinking is a superpower

Another 2022 team highlight was helping redefine dyslexic thinking as a LinkedIn skill in partnership with Virgin and Richard Branson. Ultimately, we wanted to lift the stigma around dyslexia and reframe it as a valuable skill in any workforce.

Our activation had an immediate impact. In the first week, 10,000 people added “dyslexic thinking” as a skill to their LinkedIn profiles, sparking a breadth of conversations on the platform. The project also drove a raft of conversations (both internally and externally) around our role in supporting neurodiverse people further. Seeing this recognized at Cannes this year, winning the Titanium Lion award was a career highlight for the team, and we feel honored to have worked on such an important initiative.

?Dreaming big, getting things done and having fun

One of our company values is about dreaming big, getting things done, and having fun along the way, and this is the ethos that guides the work of our team. We love being creative, we don’t take ourselves too seriously, and we really care about each other and the work we do.

All our efforts led us to be shortlisted in the Marketing Society and Marketing Week Top Brands of the Year, as well as also landing second place in Channel 4’s diversity competition. We can’t wait to take all of our learnings into 2023 and see what the new year will bring for the brand…

Want to know what our other teams are up to? Follow LinkedIn Life for the latest updates.?