SlideShare ist ein Scribd-Unternehmen logo
1 von 2
Downloaden Sie, um offline zu lesen
Marketing Solutions
Guess the Relationship
In collaboration with LinkedIn, PwC has developed a playful campaign in the form of a game. Participants were tested as to how much
they knew about their LinkedIn connections. The essence of the campaign was that the quality of a person's network outweighed the
quantity of their connections. A relationship is more than just a connection.
Company Profile
PwC offers a wide array of services to a broad variety of customers. Through its business units Assurance, Tax & HRS, as well as the
Advisory unit, the company serves national and international companies, government entities and NGOs. In the Netherlands PwC has
4,700 employees, in 12 different offices.
PwC enjoys a dominant market position in the Netherlands, with 12 offices and strong client relationships. The company provides
innovative solutions across a range of industries, with an emphasis on creative thinking.
PwC and LinkedIn share a results-driven mentality and an affinity for the latest technology, with PwC working with LinkedIn to achieve
its goals in both marketing and recruitment. When PwC looked to develop a corporate campaign focusing on the benefits of the deep
relationships that it builds with clients, it turned to LinkedIn to develop a concept that could drive awareness and engagement through
social media.
PwC Case Study
“"This was a good campaign. The dynamic
collaboration with LinkedIn led to a great
'product' which generated a lot of attention
both internally and externally."
Jacqueline Marell, PwC
"In the Netherlands, we were the first who,
with a Linked campaign, drew attention to
the importance of relationships. This put
us pretty much in the spotlight."
Jacqueline Marell, PwC
Relationship Game
“Relationships are vitally important for both LinkedIn and
PwC,” explains Jacqueline Marell, Digital Marketing Manager
and PwC with responsibility for all online activities. “At PwC,
we believe that you have to know the customer really well to
deliver added value."
LinkedIn provides an ideal channel for engaging key
audiences with this message, since the vast majority of PwC’s
customers and employees are LinkedIn members. PwC
worked with LinkedIn to develop a Relationship Game, which
uses a LinkedIn API to quiz members on how well they know
their connections. The game rewards the depth of a players’
knowledge of his or her contacts over the quantity of
connections, embodying the principle that understanding
matters more than the size of a network.
“Having more than 500 connections was not always the key
to success,” explains Marell. “Instead, a smaller number of
real quality relationships truly mattered."
Strong game-play helped to drive awareness and
engagement for the game across social and other media,
raising brand awareness and further establishing PwC’s
credentials as a cutting-edge, customer-focused
organisation. "Both externally and internally we triggered a
great deal of discussion,” says Marell.
Campaign development
PwC’s focus on the depth of relationships provided the initial
inspiration for the campaign, with PwC and LinkedIn working
together to develop the social media game concept. LinkedIn
provided an effective sounding board for PwC in evolving the
initial concept and creative idea, collaborating on developing
the API technology and advising PwC on online activation.
Results
The relationship game delivered a winning performance in
driving awareness and engagement across social media.
Sharing of the game via LinkedIn updates delivered 844,682
impressions, with a further 453,826 impressions generated via
Twitter. More than 14,500 people played the game, playing
three times each on average.
Follow Up
The success of the game was followed with interest abroad.
PwC has offices in 158 countries and a number of these have
already shown an interest in adapting the game to their
markets, an avenue currently being explored by PwC and
LinkedIn.
Innovation and knowledge management are crucial to PwC,
and the business will continue to work in partnership with
LinkedIn to evolve its online activities and remain a
front-runner in the industry. The companies are seeking
partners with creative network applications in the areas of
marketing, recruiting and business development to help
develop their partnership further.
Visit emea.marketing.linkedin.com to learn how
other marketers have successfully met their
marketing objectives.
Copyright © 2013 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.

Weitere ähnliche Inhalte

Was ist angesagt?

LinkedIn Ad Week Workshop
LinkedIn Ad Week WorkshopLinkedIn Ad Week Workshop
LinkedIn Ad Week WorkshopLinkedIn Europe
 
TNS Employee Brand Ambassadors
TNS Employee Brand AmbassadorsTNS Employee Brand Ambassadors
TNS Employee Brand AmbassadorsLinkedIn Europe
 
Institutional Investing in the 21st Century
Institutional Investing in the 21st Century Institutional Investing in the 21st Century
Institutional Investing in the 21st Century LinkedIn Europe
 
LinkedIn Jaguar Case Study
LinkedIn Jaguar Case StudyLinkedIn Jaguar Case Study
LinkedIn Jaguar Case StudyLinkedIn Europe
 
Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn M...
Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn M...Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn M...
Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn M...LinkedIn
 
LinkedIn athenahealth-case-study
LinkedIn athenahealth-case-studyLinkedIn athenahealth-case-study
LinkedIn athenahealth-case-studyLinkedIn Europe
 
Content Inspiration to Supercharge your Employer Brand
Content Inspiration to Supercharge your Employer BrandContent Inspiration to Supercharge your Employer Brand
Content Inspiration to Supercharge your Employer BrandLinkedIn Europe
 
Achieving your objectives via LinkedIn's Marketing Solutions
Achieving your objectives via LinkedIn's Marketing SolutionsAchieving your objectives via LinkedIn's Marketing Solutions
Achieving your objectives via LinkedIn's Marketing SolutionsLinkedIn Europe
 
Global Business Elite 2012
Global Business Elite 2012Global Business Elite 2012
Global Business Elite 2012LinkedIn Europe
 
The Content Marketing 50: SMB Edition
The Content Marketing 50: SMB EditionThe Content Marketing 50: SMB Edition
The Content Marketing 50: SMB EditionLinkedIn
 
LinkedIn HubSpot Case Study 2013
LinkedIn HubSpot Case Study 2013LinkedIn HubSpot Case Study 2013
LinkedIn HubSpot Case Study 2013LinkedIn Europe
 
Nurturing the IT Committee Lead - UK INFOGRAPHIC
Nurturing the IT Committee Lead - UK INFOGRAPHICNurturing the IT Committee Lead - UK INFOGRAPHIC
Nurturing the IT Committee Lead - UK INFOGRAPHICLinkedIn Europe
 
iPad Display Advertising Product Sheet
iPad Display Advertising Product SheetiPad Display Advertising Product Sheet
iPad Display Advertising Product SheetLinkedIn Europe
 
Nurturing the IT Committee Lead - Middle East INFOGRAPHIC
Nurturing the IT Committee Lead - Middle East INFOGRAPHICNurturing the IT Committee Lead - Middle East INFOGRAPHIC
Nurturing the IT Committee Lead - Middle East INFOGRAPHICLinkedIn Europe
 
Influencing the mass affluent - The Netherlands
Influencing the mass affluent - The NetherlandsInfluencing the mass affluent - The Netherlands
Influencing the mass affluent - The NetherlandsLinkedIn Europe
 
LinkedIn API Possibilities
LinkedIn API PossibilitiesLinkedIn API Possibilities
LinkedIn API PossibilitiesLinkedIn Europe
 
LinkedIn Skills on the Rise
LinkedIn Skills on the RiseLinkedIn Skills on the Rise
LinkedIn Skills on the RiseLinkedIn
 

Was ist angesagt? (20)

LinkedIn Ad Week Workshop
LinkedIn Ad Week WorkshopLinkedIn Ad Week Workshop
LinkedIn Ad Week Workshop
 
TNS Employee Brand Ambassadors
TNS Employee Brand AmbassadorsTNS Employee Brand Ambassadors
TNS Employee Brand Ambassadors
 
Institutional Investing in the 21st Century
Institutional Investing in the 21st Century Institutional Investing in the 21st Century
Institutional Investing in the 21st Century
 
LinkedIn day in Jeddah
LinkedIn day in JeddahLinkedIn day in Jeddah
LinkedIn day in Jeddah
 
LinkedIn Jaguar Case Study
LinkedIn Jaguar Case StudyLinkedIn Jaguar Case Study
LinkedIn Jaguar Case Study
 
Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn M...
Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn M...Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn M...
Frolic in the Snow with Those in the Know: 10 Essential Posts from LinkedIn M...
 
LinkedIn athenahealth-case-study
LinkedIn athenahealth-case-studyLinkedIn athenahealth-case-study
LinkedIn athenahealth-case-study
 
Content Inspiration to Supercharge your Employer Brand
Content Inspiration to Supercharge your Employer BrandContent Inspiration to Supercharge your Employer Brand
Content Inspiration to Supercharge your Employer Brand
 
Achieving your objectives via LinkedIn's Marketing Solutions
Achieving your objectives via LinkedIn's Marketing SolutionsAchieving your objectives via LinkedIn's Marketing Solutions
Achieving your objectives via LinkedIn's Marketing Solutions
 
Global Business Elite 2012
Global Business Elite 2012Global Business Elite 2012
Global Business Elite 2012
 
The Content Marketing 50: SMB Edition
The Content Marketing 50: SMB EditionThe Content Marketing 50: SMB Edition
The Content Marketing 50: SMB Edition
 
LinkedIn HubSpot Case Study 2013
LinkedIn HubSpot Case Study 2013LinkedIn HubSpot Case Study 2013
LinkedIn HubSpot Case Study 2013
 
Audience 360 UK 2014
Audience 360 UK 2014Audience 360 UK 2014
Audience 360 UK 2014
 
Nurturing the IT Committee Lead - UK INFOGRAPHIC
Nurturing the IT Committee Lead - UK INFOGRAPHICNurturing the IT Committee Lead - UK INFOGRAPHIC
Nurturing the IT Committee Lead - UK INFOGRAPHIC
 
iPad Display Advertising Product Sheet
iPad Display Advertising Product SheetiPad Display Advertising Product Sheet
iPad Display Advertising Product Sheet
 
Nurturing the IT Committee Lead - Middle East INFOGRAPHIC
Nurturing the IT Committee Lead - Middle East INFOGRAPHICNurturing the IT Committee Lead - Middle East INFOGRAPHIC
Nurturing the IT Committee Lead - Middle East INFOGRAPHIC
 
Influencing the mass affluent - The Netherlands
Influencing the mass affluent - The NetherlandsInfluencing the mass affluent - The Netherlands
Influencing the mass affluent - The Netherlands
 
LinkedIn API Possibilities
LinkedIn API PossibilitiesLinkedIn API Possibilities
LinkedIn API Possibilities
 
Big Idea: The Road to More Diversity
Big Idea: The Road to More DiversityBig Idea: The Road to More Diversity
Big Idea: The Road to More Diversity
 
LinkedIn Skills on the Rise
LinkedIn Skills on the RiseLinkedIn Skills on the Rise
LinkedIn Skills on the Rise
 

Ähnlich wie LinkedIn PWC Case Study

Case Study Of GE LinkedIn
Case Study Of GE LinkedInCase Study Of GE LinkedIn
Case Study Of GE LinkedInNithin Kumar
 
Best practices for marketing on LinkedIn
Best practices for marketing on LinkedInBest practices for marketing on LinkedIn
Best practices for marketing on LinkedInLinkedIn
 
LinkedIn Playbook
LinkedIn PlaybookLinkedIn Playbook
LinkedIn PlaybookLinkedIn
 
Linkedin for business
Linkedin for businessLinkedin for business
Linkedin for businessRobert Powers
 
HK_marriott-spg_case_study
HK_marriott-spg_case_studyHK_marriott-spg_case_study
HK_marriott-spg_case_studyDee Tsang
 
CiscoWebEx Case Study
CiscoWebEx Case StudyCiscoWebEx Case Study
CiscoWebEx Case StudyPaul Acosta
 
8 Securities Case Study
8 Securities Case Study8 Securities Case Study
8 Securities Case StudyLinkedIn
 
Webinar: Best practices for marketing on LinkedIn
Webinar: Best practices for marketing on LinkedInWebinar: Best practices for marketing on LinkedIn
Webinar: Best practices for marketing on LinkedInLinkedIn
 
The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marke...
The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marke...The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marke...
The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marke...LinkedIn
 
Sales navigator cases
Sales navigator casesSales navigator cases
Sales navigator casesAdrien Kwong
 
Introducing Peer-to-peer (P2P) Marketing
Introducing Peer-to-peer (P2P) Marketing Introducing Peer-to-peer (P2P) Marketing
Introducing Peer-to-peer (P2P) Marketing The Social Revolution
 
How the Cloud Can Empower Digital Marketers
How the Cloud Can Empower Digital MarketersHow the Cloud Can Empower Digital Marketers
How the Cloud Can Empower Digital MarketersMicrosoft Azure
 
Small Moves Everyday™
Small Moves Everyday™Small Moves Everyday™
Small Moves Everyday™FRWDCo
 
Corporate Presentation - Intuic | The Social Media Agency
Corporate Presentation - Intuic | The Social Media AgencyCorporate Presentation - Intuic | The Social Media Agency
Corporate Presentation - Intuic | The Social Media AgencyMaricel García Gossweiler
 
THE CASE FOR B2B MARKETING ON LINKEDIN
THE CASE FOR B2B MARKETING ON LINKEDINTHE CASE FOR B2B MARKETING ON LINKEDIN
THE CASE FOR B2B MARKETING ON LINKEDINAmanda Bulat
 

Ähnlich wie LinkedIn PWC Case Study (20)

PwC Case Study
PwC Case StudyPwC Case Study
PwC Case Study
 
NEC Case Study
NEC Case StudyNEC Case Study
NEC Case Study
 
Case Study Of GE LinkedIn
Case Study Of GE LinkedInCase Study Of GE LinkedIn
Case Study Of GE LinkedIn
 
Best practices for marketing on LinkedIn
Best practices for marketing on LinkedInBest practices for marketing on LinkedIn
Best practices for marketing on LinkedIn
 
LinkedIn for business
LinkedIn for businessLinkedIn for business
LinkedIn for business
 
LinkedIn Playbook
LinkedIn PlaybookLinkedIn Playbook
LinkedIn Playbook
 
Linkedin for business
Linkedin for businessLinkedin for business
Linkedin for business
 
HK_marriott-spg_case_study
HK_marriott-spg_case_studyHK_marriott-spg_case_study
HK_marriott-spg_case_study
 
CiscoWebEx Case Study
CiscoWebEx Case StudyCiscoWebEx Case Study
CiscoWebEx Case Study
 
8 Securities Case Study
8 Securities Case Study8 Securities Case Study
8 Securities Case Study
 
Webinar: Best practices for marketing on LinkedIn
Webinar: Best practices for marketing on LinkedInWebinar: Best practices for marketing on LinkedIn
Webinar: Best practices for marketing on LinkedIn
 
LinkedIn for Business
LinkedIn for BusinessLinkedIn for Business
LinkedIn for Business
 
The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marke...
The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marke...The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marke...
The Proof Is In The ROI: LinkedIn Marketing Insights From The Mouths of Marke...
 
Sales navigator cases
Sales navigator casesSales navigator cases
Sales navigator cases
 
Introducing Peer-to-peer (P2P) Marketing
Introducing Peer-to-peer (P2P) Marketing Introducing Peer-to-peer (P2P) Marketing
Introducing Peer-to-peer (P2P) Marketing
 
Hype agency deck
Hype   agency deckHype   agency deck
Hype agency deck
 
How the Cloud Can Empower Digital Marketers
How the Cloud Can Empower Digital MarketersHow the Cloud Can Empower Digital Marketers
How the Cloud Can Empower Digital Marketers
 
Small Moves Everyday™
Small Moves Everyday™Small Moves Everyday™
Small Moves Everyday™
 
Corporate Presentation - Intuic | The Social Media Agency
Corporate Presentation - Intuic | The Social Media AgencyCorporate Presentation - Intuic | The Social Media Agency
Corporate Presentation - Intuic | The Social Media Agency
 
THE CASE FOR B2B MARKETING ON LINKEDIN
THE CASE FOR B2B MARKETING ON LINKEDINTHE CASE FOR B2B MARKETING ON LINKEDIN
THE CASE FOR B2B MARKETING ON LINKEDIN
 

Mehr von LinkedIn Europe

Talent Voices Webinar: Employer Brand, where to from here?
Talent Voices Webinar: Employer Brand, where to from here?Talent Voices Webinar: Employer Brand, where to from here?
Talent Voices Webinar: Employer Brand, where to from here?LinkedIn Europe
 
Employer Brand Checklist for a Hiring Surge
Employer Brand Checklist for a Hiring SurgeEmployer Brand Checklist for a Hiring Surge
Employer Brand Checklist for a Hiring SurgeLinkedIn Europe
 
Designing for Diversity - Global Recruiter Summit
Designing for Diversity - Global Recruiter SummitDesigning for Diversity - Global Recruiter Summit
Designing for Diversity - Global Recruiter SummitLinkedIn Europe
 
LinkedIn Talent Insights Launch event
LinkedIn Talent Insights Launch eventLinkedIn Talent Insights Launch event
LinkedIn Talent Insights Launch eventLinkedIn Europe
 
Top Hacks to Prepare Your Employer Brand for a Hiring Spike
Top Hacks to Prepare Your Employer Brand for a Hiring SpikeTop Hacks to Prepare Your Employer Brand for a Hiring Spike
Top Hacks to Prepare Your Employer Brand for a Hiring SpikeLinkedIn Europe
 
The Era of Talent Intelligence: SIA Executive Forum Slides
The Era of Talent Intelligence: SIA Executive Forum SlidesThe Era of Talent Intelligence: SIA Executive Forum Slides
The Era of Talent Intelligence: SIA Executive Forum SlidesLinkedIn Europe
 
How to use data and insights to become more socially engaged [webcast]
How to use data and insights to become more socially engaged [webcast] How to use data and insights to become more socially engaged [webcast]
How to use data and insights to become more socially engaged [webcast] LinkedIn Europe
 
The Era of Talent Intelligence: Bullhorn Engage Slides
The Era of Talent Intelligence: Bullhorn Engage SlidesThe Era of Talent Intelligence: Bullhorn Engage Slides
The Era of Talent Intelligence: Bullhorn Engage SlidesLinkedIn Europe
 
The Era of Talent Intelligence: ReImagine HR Slides
The Era of Talent Intelligence: ReImagine HR SlidesThe Era of Talent Intelligence: ReImagine HR Slides
The Era of Talent Intelligence: ReImagine HR SlidesLinkedIn Europe
 
Content marketing for search and staffing webcast
Content marketing for search and staffing webcastContent marketing for search and staffing webcast
Content marketing for search and staffing webcastLinkedIn Europe
 
Recruiters: How to win at social engagement webcast slides
Recruiters: How to win at social engagement webcast slidesRecruiters: How to win at social engagement webcast slides
Recruiters: How to win at social engagement webcast slidesLinkedIn Europe
 
Top sponsored content 2017
Top sponsored content 2017Top sponsored content 2017
Top sponsored content 2017LinkedIn Europe
 
The secret to a powerful relationship between sales & marketing
The secret to a powerful relationship between sales & marketingThe secret to a powerful relationship between sales & marketing
The secret to a powerful relationship between sales & marketingLinkedIn Europe
 
Do you prefer to Watch Video with the Sound On or Off?
Do you prefer to Watch Video with the Sound On or Off?Do you prefer to Watch Video with the Sound On or Off?
Do you prefer to Watch Video with the Sound On or Off?LinkedIn Europe
 
Would you consider a Digital Detox
Would you consider a Digital DetoxWould you consider a Digital Detox
Would you consider a Digital DetoxLinkedIn Europe
 
EMEA Q1 QPR Webcast Slides
EMEA Q1 QPR Webcast SlidesEMEA Q1 QPR Webcast Slides
EMEA Q1 QPR Webcast SlidesLinkedIn Europe
 
Is Wearable Technology part of your Daily Life?
Is Wearable Technology part of your Daily Life?Is Wearable Technology part of your Daily Life?
Is Wearable Technology part of your Daily Life?LinkedIn Europe
 
Will you purchase a self-driving car when they become available?
Will you purchase a self-driving car when they become available?Will you purchase a self-driving car when they become available?
Will you purchase a self-driving car when they become available?LinkedIn Europe
 
The Future's so Bright or is it?
The Future's so Bright or is it? The Future's so Bright or is it?
The Future's so Bright or is it? LinkedIn Europe
 
The Hipster's Guide to Speaking Programmatic
The Hipster's Guide to Speaking ProgrammaticThe Hipster's Guide to Speaking Programmatic
The Hipster's Guide to Speaking ProgrammaticLinkedIn Europe
 

Mehr von LinkedIn Europe (20)

Talent Voices Webinar: Employer Brand, where to from here?
Talent Voices Webinar: Employer Brand, where to from here?Talent Voices Webinar: Employer Brand, where to from here?
Talent Voices Webinar: Employer Brand, where to from here?
 
Employer Brand Checklist for a Hiring Surge
Employer Brand Checklist for a Hiring SurgeEmployer Brand Checklist for a Hiring Surge
Employer Brand Checklist for a Hiring Surge
 
Designing for Diversity - Global Recruiter Summit
Designing for Diversity - Global Recruiter SummitDesigning for Diversity - Global Recruiter Summit
Designing for Diversity - Global Recruiter Summit
 
LinkedIn Talent Insights Launch event
LinkedIn Talent Insights Launch eventLinkedIn Talent Insights Launch event
LinkedIn Talent Insights Launch event
 
Top Hacks to Prepare Your Employer Brand for a Hiring Spike
Top Hacks to Prepare Your Employer Brand for a Hiring SpikeTop Hacks to Prepare Your Employer Brand for a Hiring Spike
Top Hacks to Prepare Your Employer Brand for a Hiring Spike
 
The Era of Talent Intelligence: SIA Executive Forum Slides
The Era of Talent Intelligence: SIA Executive Forum SlidesThe Era of Talent Intelligence: SIA Executive Forum Slides
The Era of Talent Intelligence: SIA Executive Forum Slides
 
How to use data and insights to become more socially engaged [webcast]
How to use data and insights to become more socially engaged [webcast] How to use data and insights to become more socially engaged [webcast]
How to use data and insights to become more socially engaged [webcast]
 
The Era of Talent Intelligence: Bullhorn Engage Slides
The Era of Talent Intelligence: Bullhorn Engage SlidesThe Era of Talent Intelligence: Bullhorn Engage Slides
The Era of Talent Intelligence: Bullhorn Engage Slides
 
The Era of Talent Intelligence: ReImagine HR Slides
The Era of Talent Intelligence: ReImagine HR SlidesThe Era of Talent Intelligence: ReImagine HR Slides
The Era of Talent Intelligence: ReImagine HR Slides
 
Content marketing for search and staffing webcast
Content marketing for search and staffing webcastContent marketing for search and staffing webcast
Content marketing for search and staffing webcast
 
Recruiters: How to win at social engagement webcast slides
Recruiters: How to win at social engagement webcast slidesRecruiters: How to win at social engagement webcast slides
Recruiters: How to win at social engagement webcast slides
 
Top sponsored content 2017
Top sponsored content 2017Top sponsored content 2017
Top sponsored content 2017
 
The secret to a powerful relationship between sales & marketing
The secret to a powerful relationship between sales & marketingThe secret to a powerful relationship between sales & marketing
The secret to a powerful relationship between sales & marketing
 
Do you prefer to Watch Video with the Sound On or Off?
Do you prefer to Watch Video with the Sound On or Off?Do you prefer to Watch Video with the Sound On or Off?
Do you prefer to Watch Video with the Sound On or Off?
 
Would you consider a Digital Detox
Would you consider a Digital DetoxWould you consider a Digital Detox
Would you consider a Digital Detox
 
EMEA Q1 QPR Webcast Slides
EMEA Q1 QPR Webcast SlidesEMEA Q1 QPR Webcast Slides
EMEA Q1 QPR Webcast Slides
 
Is Wearable Technology part of your Daily Life?
Is Wearable Technology part of your Daily Life?Is Wearable Technology part of your Daily Life?
Is Wearable Technology part of your Daily Life?
 
Will you purchase a self-driving car when they become available?
Will you purchase a self-driving car when they become available?Will you purchase a self-driving car when they become available?
Will you purchase a self-driving car when they become available?
 
The Future's so Bright or is it?
The Future's so Bright or is it? The Future's so Bright or is it?
The Future's so Bright or is it?
 
The Hipster's Guide to Speaking Programmatic
The Hipster's Guide to Speaking ProgrammaticThe Hipster's Guide to Speaking Programmatic
The Hipster's Guide to Speaking Programmatic
 

LinkedIn PWC Case Study

  • 1. Marketing Solutions Guess the Relationship In collaboration with LinkedIn, PwC has developed a playful campaign in the form of a game. Participants were tested as to how much they knew about their LinkedIn connections. The essence of the campaign was that the quality of a person's network outweighed the quantity of their connections. A relationship is more than just a connection. Company Profile PwC offers a wide array of services to a broad variety of customers. Through its business units Assurance, Tax & HRS, as well as the Advisory unit, the company serves national and international companies, government entities and NGOs. In the Netherlands PwC has 4,700 employees, in 12 different offices. PwC enjoys a dominant market position in the Netherlands, with 12 offices and strong client relationships. The company provides innovative solutions across a range of industries, with an emphasis on creative thinking. PwC and LinkedIn share a results-driven mentality and an affinity for the latest technology, with PwC working with LinkedIn to achieve its goals in both marketing and recruitment. When PwC looked to develop a corporate campaign focusing on the benefits of the deep relationships that it builds with clients, it turned to LinkedIn to develop a concept that could drive awareness and engagement through social media. PwC Case Study “"This was a good campaign. The dynamic collaboration with LinkedIn led to a great 'product' which generated a lot of attention both internally and externally." Jacqueline Marell, PwC "In the Netherlands, we were the first who, with a Linked campaign, drew attention to the importance of relationships. This put us pretty much in the spotlight." Jacqueline Marell, PwC
  • 2. Relationship Game “Relationships are vitally important for both LinkedIn and PwC,” explains Jacqueline Marell, Digital Marketing Manager and PwC with responsibility for all online activities. “At PwC, we believe that you have to know the customer really well to deliver added value." LinkedIn provides an ideal channel for engaging key audiences with this message, since the vast majority of PwC’s customers and employees are LinkedIn members. PwC worked with LinkedIn to develop a Relationship Game, which uses a LinkedIn API to quiz members on how well they know their connections. The game rewards the depth of a players’ knowledge of his or her contacts over the quantity of connections, embodying the principle that understanding matters more than the size of a network. “Having more than 500 connections was not always the key to success,” explains Marell. “Instead, a smaller number of real quality relationships truly mattered." Strong game-play helped to drive awareness and engagement for the game across social and other media, raising brand awareness and further establishing PwC’s credentials as a cutting-edge, customer-focused organisation. "Both externally and internally we triggered a great deal of discussion,” says Marell. Campaign development PwC’s focus on the depth of relationships provided the initial inspiration for the campaign, with PwC and LinkedIn working together to develop the social media game concept. LinkedIn provided an effective sounding board for PwC in evolving the initial concept and creative idea, collaborating on developing the API technology and advising PwC on online activation. Results The relationship game delivered a winning performance in driving awareness and engagement across social media. Sharing of the game via LinkedIn updates delivered 844,682 impressions, with a further 453,826 impressions generated via Twitter. More than 14,500 people played the game, playing three times each on average. Follow Up The success of the game was followed with interest abroad. PwC has offices in 158 countries and a number of these have already shown an interest in adapting the game to their markets, an avenue currently being explored by PwC and LinkedIn. Innovation and knowledge management are crucial to PwC, and the business will continue to work in partnership with LinkedIn to evolve its online activities and remain a front-runner in the industry. The companies are seeking partners with creative network applications in the areas of marketing, recruiting and business development to help develop their partnership further. Visit emea.marketing.linkedin.com to learn how other marketers have successfully met their marketing objectives. Copyright © 2013 LinkedIn Corporation. LinkedIn, the LinkedIn logo, and InMail are registered trademarks of LinkedIn Corporation in the United States and/or other countries. All other brands and names are the property of their respective owners. All rights reserved.