U.S. HISPANIC
LinkedIn Ads Launches Playful Campaign About Its Audience Targeting Capabilities
20 de enero de 2025
The premise of the campaign is: “Don’t waste money targeting the wrong people”
LinkedIn Ads announced the launch of its new campaign, “Only on LinkedIn Ads,” to demonstrate what happens when ad targeting goes awry. They explain that wasted advertising is the enemy of efficient B2B marketing.
“We’ve all been on the receiving end of ad targeting so poorly executed it left us wondering who, exactly, they thought we were. For a while, I kept getting ads for expensive pots and pans and I’m barely even capable of cooking instant ramen!” said Keith Browning, LinkedIn’s Director of Brand Marketing in the network’s blog.
The premise of the campaign is: “Don’t waste money targeting the wrong people.” They emphasize that no matter how good the creative is, if the message isn’t delivered directly to the audience that needs to hear it, it’s a waste.
“When you have the targeting tools you need, you can finally stop wasting ad spend on the people you don’t. This is the driving narrative of our latest campaign, Only on LinkedIn Ads,” Browning explained.
He said they didn’t want to frame the campaign around yet another solution that helps customers do something, but rather address what all B2B marketers want to stop doing: wasting money on poorly targeted ads.
This data-backed campaign was developed and refined through a three-pronged research approach: testing the strategy, testing the concept, and testing the creative. “The result is a much more resonant, compelling, and aligned campaign,” Browning highlighted.
Only on LinkedIn Ads includes two videos that dramatize the frustrations of reaching the wrong people and how LinkedIn’s advanced audience targeting uniquely helps find the right people.
The “Forklift” ad shows a forklift repeatedly imposing itself on a group of financiers, who will likely never need this equipment. While the one titled “Server” reveals a beautiful, modern server being shown to archaeologists on an excavation site, unable to be appreciated by the IT audience that truly deserved it.
This same playful tone is reflected in the full-funnel digital campaign. From messages that demonstrate the absurdity of delivering ads to the wrong audience to the more identifiable everyday struggles of B2B ad targeting, these creatives offer the simple relief of removing a fairly serious B2B marketing obstacle.
Diario de Hoy
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