Finding an ‘in’ with gen z

Brief:
The task was simple: make LinkedIn UK’s TikTok channel relevant to Gen Z young professionals.
Help them “find their In” and start to see LinkedIn as a place to build valuable professional relationships
and grow their career.

Idea:
We aimed to make LinkedIn the go-to platform for young British professionals to grow their careers,
whether through relatable ‘edutainment’ on workplace inclusion, British humour, or comforting memes
on corporate life.

Our strategy was built on three pillars. First, “quintessential edutainment” used British humour and cultural
references to build relatability and connect with users. For example, by pairing a popular Supernanny
soundbite with a relatable workplace meme, we reached 18k views - our top content that month.

Second, “solution stories” established LinkedIn UK as a trusted resource by partnering with career experts
like Holly Morris. Her video on supporting colleagues with ADHD garnered 30k views, with positive comments
affirming LinkedIn’s role as a valuable career guide.

Finally, we focused on “motivating the community” through active engagement across channels. Our comments
on relatable topics like introversion and everyday work stress often became the top comments, with LinkedIn’s
global team recognizing our community management as best-in-class.

Results:
74% increase in video views
2000% increase in profile views
111% increase in follower growth
71% increase in posting cadence

Awarded:
Prolific North - Highly Commended
Drum Awards - LinkedIn - Social: B2B - Nominated 🤞
Drum Awards - LinkedIn - B2B: Social Media - Nominated 🤞

Role:
ECD

CD - Emma Lyskava
Creator - Alicia Pryzsieniak
Creator - Harriet Pluves
Creator - Georgia Hill

a LinkedIn Premium opera

Brief:
Bring to life LinkedIn Premium’s features, in a piece of content,
that gets some PR coverage and big social cut through… in just 48hrs with £10k

Idea:
Easy, we said.
This needs an opera, we said.
So we wrote one.
’La Small Business Owner’

We wrote and produced an opera, performed LIVE on the streets of Manchester.
Based on the real life struggles of small business owners and how the features of
LinkedIn premium can better support them.
We invited small local business owners to come down and check out the bespoke performance.
And invited followers on social to sit back and enjoy the show (also learn about LinkedIn Premium).

Role:
ECD

CD (script) - Laura Muldoon
Creator - Alicia Pryzsieniak
Creator - Harriet Pluves