The Need

LinkedIn commissioned research to provide insight and create strong news hooks that could be used in global press packs to promote their annual ‘Bring in Your Parents Day’.

Our Approach

Online consumer research was conducted amongst workers and parents of workers in 18 countries to understand how knowledgeable parents are of their children’s career, what impact they could potentially have on their children’s career progression and whether it could be better harnessed.

The Outcome

The research formed part of a global campaign which garnered over 510 pieces of consumer coverage and 21.6 million impressions for #BIYP and has since become an annual event. Linkedin’s CEO called the campaign a “game changer” in terms of the company’s image.