The Art of an Impactful Campaign

In my Marketing for Startups class, we explored the principles of effective marketing campaigns. As I reflected on those learnings, LinkedIn’s recent “Follow In Her Footsteps” campaign stood out as an excellent case study for bringing those marketing best practices to life.

Segmentation is Key

LinkedIn drilled down into research to identify an opportunity to connect with women broadly, specifically those interested in women’s sports and female empowerment stories. While LinkedIn has a massive audience, this campaign allowed them to speak to that segmented group in an extremely targeted way.

Crafting a Compelling Message

The core message of uplifting and spotlighting inspirational figures in women’s soccer is delivered on an emotional level. By showcasing the journey of English soccer pioneer Carol Thomas walking 30 miles to the 2022 Women's Euro Finals stadium, LinkedIn created a profoundly compelling hook centered on perseverance despite adversity.

While emotional storytelling was the core focus, having a clearer call-to-action tied to LinkedIn's platform could have further driven engagement and sign-ups, but it is clear LinkedIn’s focus with this campaign was to build a connection with its audience.

Engaging Content

Through an elegantly filmed video and social posts following Carol’s journey, LinkedIn engaged viewers by introducing relatable figures facing trials many women can identify with. The content focused on the people and stories, not the LinkedIn brand, fostering authentic connections.

Choosing the Right Channels

LinkedIn leveraged partnerships with women’s broadcasting and publications to ensure visibility aligned with the segmented target audience. A multi-channel approach across digital, social video, and billboards puts the message in key channels where the content would resonate.

Results

While specific campaign return on investment details weren’t publicly shared, LinkedIn saw record growth in the UK after launch. The emotional nature of the messaging likely drove meaningful connections with women that will pay dividends for the brand long-term.

What I loved about this campaign is that it stayed true to marketing fundamentals - informed segmentation, compelling messaging, engaging content, and channel alignment. For startups crafting your first campaigns, follow LinkedIn’s lead! The approach drove impact for the brand and bottom line.

What do you think about the analysis? What other lessons for startups can be learned from this or other marketing campaigns?