Tag: LinkedIn

Singapore – Around 74% of C-suite executives in the Asia-Pacific region are under pressure to prove greater short-term return of investment (ROI) on their marketing campaigns amidst times of uncertainty, according to data from social media platform LinkedIn.

According to the data, almost 98% of B2B marketing leaders in APAC said that improving the chief financial officer’s awareness and understanding of B2B marketing ROI will be vital for strengthening future marketing budgets.

The data also finds that 40% of businesses in APAC are financially preparing for tough times ahead, which is putting heightened pressure on marketers to prove business impact. 

At a global level, a third of CMOs globally are concerned that uncertainty will force them to operate more reactively (30%) and curb creative campaigns (31%).

In terms of marketing spending, around 58% of B2B marketing leaders in APAC are planning to maintain or increase spend in this area over the next six months. Furthermore, 82% of marketers in APAC believe companies that increase or maintain their marketing spend throughout economic uncertainty recover faster.

“With CFOs facing incredibly hard choices in the coming months, they will naturally be a critical stakeholder for CMOs and their marketing teams. Maintaining existing budgets and strengthening future ones is dependent on marketers’ ability to speak the language of the CFO and now, more than ever, marketers need to master the language of effectiveness.” the research stated.

Prue Cox, director of enterprise for SEA & ANZ marketing solutions at LinkedIn said, “While we know the economy is in a state of flux, it’s important that marketers continue to invest in marketing as by pulling back investment, they risk long term damage to their brand. As marketing budgets are often the first to be scrutinised and tightened in times of uncertainty, it’s important that senior leaders can show ROI to their stakeholders.”

She added, “Speaking the language of the CFO, to demonstrate an alignment of marketing metrics to business metrics, and pulling the right strategic levers, will help maintain existing budgets and strengthen future ones. By nurturing key relationships with important leaders, like the CFO, and using data as information, can demonstrate business impact and will put brands in a much stronger position now and in the future.”

Mumbai, India – Working from home, now coined as the famous WFH, for the most part, had been initially looked to as a positive working structure for many, eliminating additional steps from workers’ daily grind such as not having to bother with commute, taking the pressure out to dress up, and overall, having less expenses and just more focus.

However, as everyone cruised through the pandemic testing out new lifestyles and decisions, people soon found the WFH has its own downsides and struggles that take a toll on workers’ mental health.

Leading online professional network LinkedIn aims to take a lead in this conversation with an India-specific campaign, and in partnership with digital creative agency The Glitch, the network has launched the second phase of its ‘Find The Balance’ campaign.

While work-from-home has many pros, work now being closely integrated with home life reveals some unexpected repercussions, and the campaign aims to provoke honest conversations about such struggle – finding work-life balance amid the pandemic.

The story of ‘Vedika’ in the new ‘Find The Balance’ campaign

Being more immersed with work in the comforts of one’s home steals away some precious time with friends and family, and each of the three ad films of the campaign tackles this dilemma.

Specially intended for professionals in India, each 35-second film shows the WFH life of fictional Vedika, Andrew, and Gaurav, who is a sales lead, a data analyst, and a marketing manager respectively. Each narrative shows how the individuals, amid the busyness of work, find time and space to engage with their friends, children, and parents.

The story of ‘Andrew’ in the new ‘Find The Balance’ campaign

In the first phase of the ‘Find The Balance’ campaign which was released in September this year, the stories of each were subtly touched on in a single one-minute film. In the sequel, viewers will be able to learn deeper how each represents the struggles of employees sheltered at home this pandemic.

Sivaram Parameswaran, the head of brand marketing for APAC at LinkedIn, commented that the #FindTheBalance brand campaign aims to be a reminder for LinkedIn members to “hit pause” and reconnect with their family, friends, and colleagues, and “find a new idea of balance.”

“As the world of work continues to evolve, we are committed to fostering a sense of community for our members to connect, spark conversations, share ideas, and encourage each other to build flexible schedules and a well-rounded lifestyle,” said Parameswaran.

The Glitch’s Creative Director Lucille Pereira shared that what she loves about the campaign is the ‘mirror’ it holds up to people’s lives.

“In the last 1.5 years, working from home gave us so many new perspectives. It taught us to bond deeply with our family, giving us the advantage of having all meals with them, as opposed to a ‘rushed’ breakfast, and a ‘tired’ dinner. It showed us how to make time for family, or carve out time for self, whether it’s doing things we love or just a quiet coffee & sunset session,” said Pereira.

Meanwhile, Riya Lalchandani, associate business director at The Glitch, added, “Our long-standing relationship with LinkedIn has always paved the way for relevant and insightful work. The world around us has changed and many of us have experienced the blurring of our professional and personal lives.”

With an official hashtag #findthebalance, the campaign also takes in the form of social media engagement, where in LinkedIn, Facebook, and Twitter professionals are encouraged to rewrite motivational quotes to make them more relatable for the post-pandemic world of work.

By humanizing old adages, the agency said the campaign hopes to help professionals to adopt a mindset of building a healthier lifestyle with clear work-life boundaries that allow for rest and recuperation” without guilt.”

The new short films are now live on LinkedIn and LinkedIn’s YouTube channels.

According to the agency, the first phase of the campaign garnered six million engagements on Facebook alone.

United States – LinkedIn has recently appointed iProspect in the United States, the game-changing digital-first end-to-end media agency by dentsu international, to be its global paid media partner. 

The partnership will see iProspect leading LinkedIn’s digital media strategy and buying across all of its business units. The agency will operate as a media extension to the platform’s digital strategy and operation teams to help execute paid search, programmatic, video, and social, as well as mobile across B2B and B2C products.

Daniele Renda, the managing director and senior vice president of iProspect US, said that this is a transformative moment for LinkedIn, and the agency couldn’t be more excited and honored to be a part of this journey. 

“Our passion for the business and unparalleled depth and expertise with complex, global enterprise brands will help accelerate the brand forward as they continue to gain more international market share. We look forward to working with this fantastic team,” added Renda.