Undoubtedly, there has been a drastic shift from the reliance on television, radio and print newspapers as the sole providers of information to the dependence on smartphones and social media for knowledge and entertainment. However, while social media platforms like Facebook, Twitter, Tinder, Instagram and others are focusing on optimizing their sites for mobile to better user experience, LinkedIn has identified a target audience that its counterparts are overlooking – job seekers with little budget for mobile data.
In a 30 second ad titled You’re Closer Than You Think created by San Francisco based ad agency BBDO, LinkedIn plays up the fact that U.S.A space agency used its platform in 2015 for recruitment.
The ad, which was released online on February 24, 2016 features a voice over by LinkedIn CEO Jeff Weiner.
The storytelling approach to the ad makes it even more interesting than the fact that it’s a social media company behind it.
It informs the public that while NASA is searching for an astronaut, 3 million LinkedIn members qualify for the position – a figurative indication that LinkedIn tries to position itself as the social networking site that helps one move up on in business and employment.
LinkedIn vice president, marketing Nick Bartle explains to AdAge why the company chose to use astronauts in its ad:
“We saw the astronaut as a universal symbol of the dream job and anchoring the campaign around that story would bring it to life.
“You’re Closer Than You Think is LinkedIn’s first-ever integrated marketing campaign and TV spot that’s inspired by LinkedIn’s vision to create economic opportunity for the global workforce. We want this to permeate in everything we do, including helping our members find jobs, learn from influential people, build their professional brand and connect with people who can make a difference in their path.”
“We believe that everyone should pursue the biggest goals imaginable,” he added. “There are moments when those accomplishments are celebrated, and we believe the Oscars is one of those moments.”
The ad will make its television debut during ABC’s broadcast of the Academy Awards on February 28.