THE CHALLENGE
LinkedIn set out to elevate its role in culture by authentically integrating into key entertainment moments and positioning itself as the go-to platform for job search, networking, and professional learning. The brand aimed to increase visibility among high-value audiences — including students, emerging professionals, and established leaders — by aligning with content that reflected career aspirations and professional journeys.
Despite being a recognized platform for professional growth, LinkedIn faced the challenge of shifting perception from a utility to a culturally relevant, aspirational partner. They sought to bring LinkedIn to life in a way that felt natural and meaningful to viewers, ultimately reinforcing the platform’s value and relevance in moments that matter.
THE APPROACH
To meet these goals, BENlabs created a strategic entertainment roadmap that placed LinkedIn at the heart of popular culture. Using predictive analytics, consumer behavior insights, and AI-driven content evaluation, BENlabs identified film, TV, and streaming opportunities that reflected the values and motivations of LinkedIn’s core audiences — from Career Accelerators to Experienced Leaders.
By aligning with top-tier productions such as One Of Them Days, Abbott Elementary, and Hacks integrating LinkedIn into moments with fan-favorite characters, the platform appeared authentically within stories of growth, ambition, and transformation. These integrations were further supported with innovative brand assets, shared trial offers for LinkedIn Premium, and collaborative industry activations — including a prominent presence in the Microsoft showcase.
Through both paid and organic placements, BENlabs expanded LinkedIn’s entertainment footprint while deepening relationships across the industry. The result: a curated slate of high-impact integrations that highlighted LinkedIn’s “Jobs, Knowledge, and Network” pillars — not as a platform utility, but as a catalyst for success.
The Results
Lift in Positive Brand Opinion
Lift in “Helps Me Find the Right Job”
Lift in “Helps Me Navigate My Professional Life”
Impressions
