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Industry Computers & Computer Accessories
Media Promo & PR, Case study
Market United Kingdom
Agency DNX
Director Henry Clifford Jones, John Mannix, Alex Brayshaw
Creative Director Simon Fraser
Released October 2009

Credits & Description

Category: Best Use of Social Media Marketing
Advertiser: CISCO WEBEX
Agency: DNX
Date of First Appearance: Oct 8 2009 12:00AM
Entrant Company: DNX, Guildford, UNITED KINGDOM
Entry URL:
Account Director: Teresa Richards (dnx)
Account Director: James McErlean (LinkedIn)
Director: Alex Brayshaw (dnx)
Director: Henry Clifford Jones (LinkedIn)
Creative Director: Simon Fraser (dnx)
Director: John Mannix (Governor)
Account Director: Suzannah Hardy (Brand 2 Life)
Media placement: Microsite - Stand Alone With LinkedIn API - Http:// - 8th October 2009
Media placement: Banners - Traffic Drivers - LinkedIn - 8th October 2009
Media placement: Online Video - YouTube - Http:// - 8th October 2009
Media placement: Microblogging - Twitter - Http:// - 11th October 2009
Media placement: Social Media - LinkedIn Awards Group - 11th October 2009
Media placement: PR Coverage - Various - 122 Articles Across Europe - 12th October 2009
Media placement: Inmails - LinkedIn Users - 21st October 2009
Media placement: Viral Spread - Users Blogs, Tweets, Forum Posts - November 2009

Results and Effectiveness
The Awards attracted 130,000 unique users to the site, averaging three minutes dwell time per visit. There were 505 awards entries and 14,500 supports in the first stage. The finalists received 11,500 votes. The LinkedIn Group reached over 900 members, providing insight and building engagement, and the Twitter account was followed by over 900 people. The polls generated over 500 conversations discussing the benefits of information sharing. 50% of traffic to the site was achieved via viral growth via blogs and retweets. The live event attracted 1,090 registered attendees and the campaign created 325 new leads for WebEx.

Creative Execution
A custom site was built using LinkedIn API integration to host the Awards. Containing details of the awards, judges’ videos, the online entry process and free WebEx trials, the site was simple, easy-to-navigate, and accessible to all European LinkedIn members. The Awards were promoted via several channels: • Banners across LinkedIn, with tailored messaging for each stage of the initiative • Inmails targeting SMEs and business entrepreneurs • A featured LinkedIn group for discussions, Q&As, polls, news features and tips for improving entries. Smart Ad units pulled content from the group, the site and the Twitter account to constantly update users • A Twitter account was used to give real time updates • A YouTube account was set up to host the judges’ interview series. • Posts were added to Business Forums across Europe • Business/social bloggers were given exclusive information to encourage them to cover the Awards.

Insights, Strategy & the Idea
The leading providers of online meeting tools, Cisco WebEx, were looking for an innovative, long-term media solution to reinforce the business benefits of sharing ideas and collaborating online. We approached LinkedIn for a bespoke solution that would build awareness amongst the hard-to-reach professionals that use the site, specifically those in SME’s who work across regions and would benefit from a collaborative platform on which they could share work and hold meetings without having to travel. The campaign needed to provide a platform on which to engage with the target audience, drive awareness of WebEx, and creative competitive stand out. We therefore created The LinkedIn European Business Awards in association with Cisco WebEx to bring together business professionals and reward great examples of collaboration across several categories, communicate the power of working together and, by holding the Awards Ceremony online via WebEx, demonstrate the WebEx experience.