I wanted to divide my presentation into 6 main wh questions that summarize the information about

the company and the video they created.

https://www.youtube.com/watch?v=VS4sNlXPsB0

¿Quién? Which company?

LinkedIn that is a social networking site designed specifically for the business community. The goal
of the site is to allow registered members to establish networks of people they know and trust
professionally.

¿Qué? What did they do?

Launched a new marketing campaign. Its message, In It Together, made headlines and got the brand
some much-needed press. The video was widely shared, and LinkedIn was able to get its message
across in a way that felt authentic instead of sales focus

The campaign represents LinkedIn’s first real integrated marketing effort and also includes online
video, digital display, paid social media, outdoor ads, podcasts, radio spots, partnerships, and search
engine marketing.

¿Cuándo? When?

During the Golden Globes award show

¿Cómo? How?

They made a definitive statement showing professionals from different fields. LinkedIn is not just a
platform for corporate jobs but creative ones as well. From musicians and photographers to
engineers and teachers, LinkedIn promises a space for all professions. In this ad, LinkedIn seems to
also be establishing personal ties with their statement ‘we’re in it together.’

¿Dónde? Where?

Overall, the campaign will last twelve weeks and will be targeted at four core markets - San
Francisco, Philadelphia, Los Angeles, and Atlanta.

¿Por qué? Why?

They wanted to crush its current “white collar” stereotype, reaching a diverse range of peoples
and businesses.

I think that companies should learn from this campaign the following points:

1. Bust stereotypes: Most people associate LinkedIn with Caucasian, upper- or middle-class,
white-collar professionals, but in LinkedIn’s ad spot, it made sure to feature nontraditional
career paths like culinary arts and even mixed martial arts fighting. This helped people in
outside-the-box careers realize that they, too, can benefit from utilizing LinkedIn.
2. It connected to larger desires. Sure, everyone wants to find a job—but why? What does
having a job mean to people? It means self-worth, security, and a place in the world.
LinkedIn went beyond the surface to try and connect viewers with a deeper message.