LinkedIn On the Road
While most people have a LinkedIn profile, research told us that they needed a little bit of help when it came to uploading their profile photos. We found out that people fretted over whether their photos looked professional enough, or if they needed to get a proper headshot done. Often, they ended up putting the whole thing off entirely and uploading nothing at all. Enter the Picture Opportunity tour. LinkedIn worked with experiential agency Manifold and went on the road across 17 cities to give members a chance to get their free professional headshots taken at our mobile photo studio.
We also shot how-to videos to show people how easy the it is to take a photo on their own and how to write a LinkedIn headline for their profiles. The profile photo video has received over 750,000 YouTube views to date.
Over three months, we drove awareness of the tour by posting on social media to tell members where our Photo Studio was going to be while our fun weekly challenges encouraged members to do more for their careers.
The truck was seen by an estimated 1.5M people. It increased brand perception and the tour was favorably received with NPS +78 and a 93% brand lift among attendees.