According to the market research institute Gallup, bad leadership costs more than $105 billion a year. Dissatisfaction, lower productivity, more sick days, lack of recommendations and more resignations are the consequences of bad leadership in countless companies around the world. Together with the specialty chemicals group Evonik, we have shown that things can be different and have launched an international social media campaign that not only beats the drum for a modern leadership culture, but also for a better world.

We show what True Leadership means to Evonik: Modern leadership that inspires people to go beyond the boundaries of chemistry to improve life today and in the future. To do this, we contrast old leadership cultures with modern ones.

Our strategy was to positively charge Evonik's value proposition "Leading Beyond Chemistry" and position the world's leading specialty chemicals company as an attractive employer with a creative, inspiring and participative culture that delivers solutions to improve the world today and tomorrow. LinkedIn was the ideal channel to reach our core audience of existing and potential customers. Downstream, we targeted employees and potential applicants, as well as business and political decision makers and the general public worldwide.

The centerpiece of the integrated image campaign was an 87-second, blockbuster-quality film that contrasted old and modern leadership. Five historical eras were brought to life at 25 locations with real backdrops, 5 main actors and numerous supporting actors in historical costumes and dresses, and great attention to detail. The assets were played out exactly where executives discuss leadership: on the business platform LinkedIn. In addition to the full-length film, several short versions, a making-of and numerous social media assets with 16 stills were used. The campaign also ran globally on WeChat, Douyin, Twitter, Instagram, Facebook and YouTube.

More than 145.9 million impressions, 392,800 clicks and almost 51 million video view-throughs resulted in an average frequency of around 14 advertising contacts and a target group reach of over 78%. This puts Evonik at 4.3% Top of Mind and one in ten (+14%) mentions the company without further information. As a result, the campaign led to +14% brand awareness, +5,8% image boost and +16,7& market share. In addition, LinkedIn is already using the campaign as a success story at trade shows such as Online Marketing Rockstars in Germany or for training purposes.