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The Challenge

 

According to Demand Gen, 86% of B2B buyers

prefer on-demand, interactive content. Yet, less

than a third of B2B companies incorporate video messaging into their nurture programmes. With this in mind, LinkedIn spotted a real opportunity to push the boundaries of B2B content marketing. 

 

They approached us with a challenge. To create

one of the very first B2B interactive video experiences.

A ‘choose-your-own-adventure’ style experience, following a day in the life of a modern marketer.

DESIGNED BY
B2B MARKETERS
FOR B2B MARKETERS.

Never ones to shy away from pushing boundaries when it comes to content creation and new formats, we set to work. Armed with stacks of LinkedIn’s white papers, we set about transforming the research into an interactive, engaging narrative.

With sixteen scripts and eight different pathway routes nailed down, it was time to animate. With dynamic
character animation and bespoke music composition, we created an immersive branded world. And after a year in the making, LinkedIn Ad Vantage was complete.

 

The Results.

Throughout the journey, you take control of a modern-day marketer as they grapple with the decisions that arise during their product offering launch. Your decisions drive the storyline, learning more about advertising and LinkedIn’s features as you go.

 

The format also enabled LinkedIn to capture audience engagement data, drive revenue and increase product adoption too. All while keeping LinkedIn at the very forefront of digital innovation.

88% of all viewers completed the pathway

14,000 visitors in the first month

People spent two minutes longer than normal

Significantly lower bounce rate

88%
OF ALL VIEWERS COMPLETED

14,000 VISITORS IN FIRST MONTH

Credits

 

Executive Creative Director: Paul Reid

Executive Producer: Anneka Vestey

Senior Producer: Nicola Harris

Animator: Patrick McCaulsky-Martin

Researcher: Tash Wright