Shaken & Stirred - Influential Brand Profiling and Positioning

LinkedIn or Out: Professional network unveils integrated marcomms campaign to promote referendum content series

Sir Martin Sorrell and John Mills join cast of business names taking part

LinkedIn joined the referendum debate this week by launching #offthefence, its first ever fully-integrated marketing and PR campaign in the UK to promote long-form publishing on the platform.

The social media, above-the-line, experiential and PR campaign brings together a host of well-known business leaders to publish their own views on whether the UK should leave or remain in the EU, and has already generated almost 10,000 Brexit-related posts on the platform.

As part of the campaign’s outdoor activation, a life-sized lenticular was also constructed in Finsbury Square on Monday, to engage London commuters.

Sir Martin Sorrell, Baroness Valerie Amos and James Caan CBE are amongst the LinkedIn Influencers taking part, along with a host of other famous business names such as John Mills, to share their Brexit opinions with LinkedIn’s 20 million UK members.

LinkedIn worked with We Are Social on the activity, which is part of the professional network’s wider ambition to grow its publishing credentials this year. Launched in 2012, LinkedIn’s publishing platform now delivers more than 200,000 posts per week from 2.5 million unique members.

Peter Maxmin, EMEA Director of Consumer Marketing, said “Our research shows that half (56%) of UK professionals aren’t sure how Brexit will impact their career, so we wanted to create a hub for professional discussion across a range of sectors.

It’s thanks to our diverse and opinionated members that LinkedIn is such a fascinating place to read and share content in the first place, so it was a no-brainer to put them front and centre of this campaign.”