Goals and objectives
LinkedIn aimed to attract and engage a younger audience in Germany, particularly those interested in business and career development. To meet this objective, the platform partnered with Business Insider Germany, a media outlet known for its strong connection with young professionals on Instagram. The campaign was designed to deliver engaging, career-focused content through Instagram Reels, leveraging Business Insider Germany’s editorial expertise and existing social media presence. Initially launched with ten videos, the campaign’s success led to an expansion to 25 Reels in total.
Surprising Insights
One surprising insight was the extent to which humorous content could drive organic reach and engagement, even within a professional context. This revealed that younger audiences appreciate career-related content that is both informative and entertaining, challenging the assumption that professional topics must always be presented in a serious tone.