The world’s largest professional community, LinkedIn, is celebrating the success of its seven-week-long integrated TV-led advertising campaign ‘Plant’. The ad charts Vik’s search for a replacement job using LinkedIn as his source of contacts, support, and training. At the beginning of his journey, Vik owns a rather bedraggled houseplant, which he tends throughout the varied phases of his search. The plant’s gradual recovery reflects the various small but progressive steps Vik takes on his road to a replacement job. within the final scene, we see the fully recovered plant in Vik’s hand on his first day at his new company.
The team at LinkedIn worked closely with System1 at every stage of the creative process, from the initial idea through to the ultimate film. The strong commercial results are testament to the close working relationship between client and agent, and therefore the effectiveness of System1’s ‘Test Your Ad’ solution. Drain Faraz, Director Brand Marketing at LinkedIn says: “During the pandemic, we’ve seen extraordinary engagement on the LinkedIn platform and there are countless samples of how the community has supported members through very challenging times. The ‘Plant’ campaign mirrors that, using Vik’s job search and his look after his initially unloved plant ‘Robert’ as a metaphor for the green shoots that are beginning to emerge.
By working with System1 from the inception of the concept for ‘Plant’, through to script, storyboard, and soundtrack testing, we’ve been ready to refine and strengthen the film, producing a 4.6-star creative execution that has really delivered for the brand. Run within the UK, the US, Australia, and Germany, the ad has delivered strong results for short-term sales activation and long-term market share growth” From Script to Storyboard, Soundtrack to final execution In the project brief, LinkedIn asked System1 to supply practical guidance for tactics to enhance the creative. The agency’s Test Your Ad solution is rooted within the belief that campaigns with an ‘emotional’ strategy are nearly twice as likely to deliver large profit gains over the long term compared to people who don’t.
In tests, the script scored Moderate to Good, happily, the most emotion, driven by feelings of positivity and hope. The ad scored highly on Brand Fluency because the LinkedIn brand was prominent from the very first scenes and central to Vik reaching his goal of getting employment. Respondents made emotional connections with the storyboard, with the sole negativity coming from the length of the ad. As a result, System1 suggested changes to the length and identified the areas to specialize in to elicit the specified emotional responses.
LinkedIn also changed the soundtrack in response to feedback from Test Your Ad. The Dan Auberach music they finally selected not only performed well for driving Happiness, but it also rose to the highest 50 within the Shazam Charts after the ad was broadcast! At the top of the ad, two different conclusions were trialed, with a transparent winner identified and adopted because of the final frames.
Ben Walton, CCO at System1 says: “The ‘Plant’ case study may be a perfect illustration of the success of our partnership with LinkedIn. It underlines how working with our Test Your Ad solution early to hone a campaign can really reap rewards. Starting at the first Plant concept, we were ready to break down each element of the execution to know and enhance the impact of key emotional cues. Analyzing the emotional responses to the ad second-by-second meant we could make recommendations for improvements to the messaging, ad length, and even the soundtrack to driving home the key brand messages. Not only has the ultimate execution delivered excellent results in-market, but it’s also earned global recognition from AdAge having been selected for his or her Editor’s Pick.”