LinkedIn connects with audiences through a multi-format campaign
Spotify playlist sponsorships and podcast ads engage young professionals for LinkedIn.
Media mix:
Brand vertical: Tech
Objective: Awareness
Target audience: Students, Young Professionals A18-35
Targeting used: Interest/Behaviour, Age
Market: Germany
Flight length: 05/22/23 - 06/30/23
Activation channel: Direct
Agencies: Mediaplus, PUK
Format: Podcast Media, Homepage Takeover, Leaderboard, Overlay, Sponsored Playlist, Video Takeover
The Brief
During a recent rebranding effort, LinkedIn wanted to raise awareness of the platform's value among Gen Zs. Specifically, the brand wanted to reach students, graduates, job seekers, and newly employed users, with their new slogan—"Find your 'in'"—to emphasize that the social platform offers everyone the chance to build connections.
By focusing on themes like first jobs, diversity, and personal growth, LinkedIn hoped to grow awareness of this new messaging among Spotify users in Germany.
The Solution
The LinkedIn advertising campaign included a strategy across multiple formats to build strong connections with audiences. It incorporated a combination of audio ads, video ads, and sponsorships of the "Study Bundle" and "Fit mit Beat" playlists targeted to Students, Graduates, Jobseekers, and Young Professionals. The campaign also included podcast ads on popular programs in Germany including Gemischtes Hack, Fest & Flauschig, and Hobbylos.
The campaign encouraged users to "find your 'in' and go to LinkedIn." The Spotify ads neatly complemented the brand's external TV and influencer efforts, repurposing the messaging to optimize for digital audio and video ads. The overall campaign was a collaborative effort between the brand, media agency Mediaplus, and creative agency Philipp & Keuntje (PUK).
The Impact
The campaign landed with listeners and viewers alike, inspiring familiarity, intent, and other uplifts among its target audience:
- +7
points in Platform Familiarity
- +10
points in Website Visit Intent
- +14
points in Agreement that LinkedIn is "helpful for my future career"
- +19
points in Message Association
The Takeaway
As a media partner, Spotify can help brands elevate their key attributes and meet their business objectives. Spotify's broad range of ad formats—from audio and video to sponsored playlists—can help brands connect with engaged audiences.
"To reach a young audience, it's crucial to be present on the channels where young people engage daily. Spotify is an enormously important partner for us in this area: Through various podcast ad formats, we were able to drive real impact and strengthen our brand image among this cohort—demonstrating the potential ROI of a channel-focused media strategy tailored to a specific audience."
– Christoph Schmidt, Head of Brand Marketing LinkedIn DACH