There was a growing misperception that LinkedIn was just for people who’d already made it. Our task was to show that LinkedIn unlocks professional opportunities for everyone.

This film launched LinkedIn's new tagline and creative platform, “Find Your In.” Whether your ‘in’ is a new connection, a job posting, or an article, LinkedIn enables everyone to put their ambition into action and be whatever they can imagine.

For our hero, all it takes is a little bit of inspiration from a LinkedIn notification to set off an unexpected dance with her own potential. The world quickly transforms as the clothes take on a life of their own, helping her try on different careers, literally and figuratively, and leading her on a journey through the endless opportunities available on the platform. Her future comes to life as Remi Wolf’s ‘Guerrilla’ amplifies her attitude and punctuates the story with an energetic confidence, matching the swagger of the choreography and personality on-screen.

Our strategic approach was to give LinkedIn a point of view that resonated in culture, through conveying the emotional benefits of LinkedIn as a place that unlocks potential through connection, and showing the value that LinkedIn tools and content could provide our audiences. Connecting with both individual users and professionals that buy services for businesses was key.

Put simply, our strategic intent was: Empower every professional to create possibilities together.

The film launched our campaign across TV and OLV in key markets. This was complimented by assets across social channels that added product dimension to the campaign by highlighting all the different tools LinkedIn offers that facilitate finding ‘ins.’ Creators weighed in as well, speaking to the concept of ‘ins’ across different industries.

This campaign drove statistically significant lifts across all key funnel metrics in primary global markets:

Feeling of belonging

- US +4.4pts

- DE +14.3 pts

- IN +25.3 pts

Visitation intent

- US +3.4 pts

- DE +14.3 pts

- IN +10.8 pts

Paid app activations

- US +9%

- DE +25%

- IN +9%