LinkedIn and System1’s Partnership Bears Fruit in the Successful ‘plant’ Campaign Focusing on Career Growth
12 Julio 2021 - 06:20AM
Business Wire
Growing an execution from germination to
4.6-Star creative execution
The world’s largest professional community, LinkedIn, is
celebrating the success of its seven week-long integrated TV-led ad
campaign ‘Plant’. The ad charts Vik’s hunt for a new job using
LinkedIn as his source of contacts, support, and training. At the
start of his journey, Vik owns a rather bedraggled houseplant,
which he tends throughout the various phases of his search. The
plant’s gradual recovery reflects the many small but progressive
steps Vik takes on his road to a new job. In the final scene, we
see the fully recovered plant in Vik’s hand on his first day at his
new company. The team at LinkedIn worked closely with System1 at
every stage of the creative process, from the initial idea through
to the final film. The strong commercial results are testament to
the close working relationship between client and agent, and the
effectiveness of System1’s ‘Test Your Ad’ solution.
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LinkedIn and System1’s Partnership Bears
Fruit in the Successful ‘plant’ Campaign Focusing on Career Growth
(Photo: Business Wire)
Darain Faraz, Director Brand Marketing at LinkedIn says:
“During the pandemic we have seen extraordinary engagement on the
LinkedIn platform and there are countless examples of how the
community has supported members through very challenging times. The
‘Plant’ campaign mirrors that, using Vik’s job search and his care
for his initially unloved plant ‘Robert’ as a metaphor for the
green shoots that are starting to emerge. By working with System1
from the inception of the concept for ‘Plant’, through to script,
storyboard, and soundtrack testing, we have been able to refine and
strengthen the film, producing a 4.6-star creative execution that
has really delivered for the brand. Run in the UK, US, Australia
and Germany, the ad has delivered strong results for short-term
sales activation and long-term market share growth”
From Script to Storyboard, Soundtrack to final
execution
In the project brief, LinkedIn asked System1 to provide
practical guidance for ways to improve the creative. The agency’s
Test Your Ad solution is rooted in the belief that campaigns with
an ‘emotional’ strategy are nearly twice as likely to deliver large
profit gains over the long-term compared to those that do not.
In tests, the script scored Moderate to Good, with Happiness,
the main emotion, driven by feelings of positivity and hope. The ad
scored highly on Brand Fluency as the LinkedIn brand was prominent
from the very first scenes, and central to Vik reaching his goal of
getting a job. Respondents made emotional connections with the
storyboard, with the only negativity coming from the length of the
ad. As a result, System1 suggested changes to the length and
identified the areas to focus on to elicit the desired emotional
responses.
LinkedIn also changed the soundtrack in response to feedback
from Test Your Ad. The Dan Auberach music they finally selected not
only performed well for driving Happiness, it also rose to the top
50 in the Shazam Charts after the ad was broadcast! At the end of
the ad, two different conclusions were trialled, with a clear
winner identified and adopted as the final frames.
Ben Walton, CCO at System1 says: “The ‘Plant’ case study
is a perfect illustration of the success of our partnership with
LinkedIn. It underlines how working with our Test Your Ad solution
early to hone a campaign can really reap rewards. Starting at the
original Plant concept, we were able to break down each element of
the execution to understand and enhance the impact of key emotional
cues. Analysing the emotional responses to the ad second-by-second
meant we could make recommendations for improvements to the
messaging, ad length, and even the soundtrack to drive home the key
brand messages. Not only has the final execution delivered
excellent results in-market, it has also earned global recognition
from AdAge having been selected for their Editor’s Pick.”
Ends
For more information on Test Your Ads see:
https://system1group.com/test-your-ad
About System1
At System1 we hold ourselves accountable for supporting
marketing leaders in delivering profitable growth for their
business. This means developing and testing ideas that we can prove
will deliver a strong ROI – with zero marketing waste as a result.
Our solutions go beyond insights to predict outcomes. They are
based in the fast and easy decisions people make every day.
www.system1group.com
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version on businesswire.com: https://www.businesswire.com/news/home/20210712005403/en/
Press contacts: Lucy Green
lgreen@greenfieldscommunications.com T: 0208 778 3784/07817 698366
Wes Rogers wes@greenfieldscommunications.com T: 020 3287 3262/001
912 506 0869
For more information about Test Your Ad and other System1
solutions: Ryan Woodley-Mitchell E:
ryan.woodley-mitchell@system1research.com T: 07967 781965
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