LinkedIn Lead Generation Ad Campaign
The Mission
The Washington Post’s value saves time and ensures prospects are posting reliable information from a trusted source. With that in mind, the objective was to attract companies that wanted to license or syndicate high-quality content on their own sites as an added value to their customers by creating two distinct ads per five audiences to run on LinkedIn.
Audience background
Traditional
Needs: Tips on how to get news/opinion content quickly without heavy investments.
Motivations: Stopping their own subscription decline.
Pain Points: Keenly focused on the bottom-line price.
Ed. Tech
Needs: Looking for content that will be used to develop curriculum and/or testing materials.
Motivations: Wants diverse content that will be a catalyst for growth & promotion.
Pain Points: Needs guidance on what matters.
Financial Services
Needs: Ways to educate advisors about policy changes, but wants to know why WaPo.
Motivations: Focused on not making any waves or alerting her Risk/Compliance.
Pain Points: Looking for a solution RIGHT NOW.
Healthcare
Needs: Ways to educate patients on healthy living tips from a reliable source.
Motivations: Bringing in proven content that will deliver against expectations.
Pain Points: Needs confidence in the product before signing.
Media Monitoring
Needs: Looking for a reliable source to measure brand sentiment in a quick and seamless way.
Motivations: Hopes this partnership proves him to be a resourceful employee.
Pain Points: Wants all premium publishers at low cost.
Former LinkedIn Creative
Work Smarter Ad Series
The meme-style concept instantly grabs attention by saying "look at me" and reads more like engaging content rather than a typical advertisement. This approach is particularly appealing to viewers on an oversaturated platform such as LinkedIn. The post copy cleverly takes a playful spin on news headlines, staying true to The Washington Post's brand while highlighting the key licensing and syndication benefits. Lastly, the Postoni font in bold is paired with the bottom image to highlight the postive aspect of the meme while adhering to The Washington Post’s brand.
Personal Concierge Ad Series
The white glove imagery creates an immediate sense of premium quality, depicting the act of serving up essential content on a silver platter. By incorporating business articles into the post, not only does it acknowledge the digital platform, but it also reassures prospects that the content is up-to-date and relevant. The introductory-style messaging allows prospects to "meet" their new favorite tool, immediately conveying the value proposition of "what's in it for me."
