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Driving economic opportunities in APAC

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As LinkedIn’s agency of record in Singapore, RICE conceptualised and developed the LinkedIn Opportunity Index, with the aim to gain insights into the aspirations of people across APAC as well as barriers that stood in their way.

LinkedIn’s vision is to create economic opportunity for every member of the global workforce. The company recognised that it needed to better understand the opportunities APAC communities are seeking, with a view to changing their perceptions and reinforcing its purpose in helping them achieve their definition of success. The proposition is for LinkedIn to own the “opportunity” space by demonstrating an in-depth understanding of its members’ motivations and challenges. 

LinkedIn partnered independent market research firm GfK to define metrics that measure “opportunity” and conduct a quantitative online survey in nine markets across APAC. The research was conducted between September and October 2018, with over 11,000 survey respondents aged 18-60 across various career stages and household income groups.

LinkedIn Opportunity Index

Armed with the results, RICE was tasked to create an insights-driven integrated campaign. The primary objectives of LinkedIn Opportunity Index were to reach out to LinkedIn’s 165 million members across APAC and millions of non-members to generate awareness of the study and its findings, establish LinkedIn as a thought leader in creating economic opportunities, and reinforce LinkedIn’s vision of helping communities seek opportunities and achieve success.

Data-driven storytelling

Given the breadth and depth of the study, we were able to gather a deeper understanding into perceptions of opportunities of different markets, age groups and gender. This presented an opportunity for us to leverage the key findings to create tailored and highly relevant content to target the right audience at the right time. 

We used a phased approach in our communications to roll out the campaign. Dissecting the data, we created different narratives by tying the findings to key calendar milestones – humanising our storytelling with authentic stories and cultural references in different markets. 

LinkedIn, Opportunity, Index, Chinese New Year

For the execution, we extended beyond earned media relations. We also developed and conceptualised three videos, an interactive HTML5 game, a whitepaper and blog posts to help bring the LinkedIn Opportunity Index narratives and findings to life.

The results? Multiple tailored narratives were developed and amplified across earned and paid channels to reach LinkedIn’s target audience across APAC. Research insights remained relevant for months. Creative and digital content extended conversations beyond traditional media.

Over 2,000 stories were generated in media outlets including CNBC Asia, The Straits Times, The Times of India, Sydney Morning Herald. The campaign garnered 93M+ impressions and 12M+ engagement for videos. There were over 300+ whitepaper downloads, generating 84 MQLs, 39 SDLs. 

The LinkedIn Opportunity Index campaign has since gained internal recognition and the latest 2020 edition has just been rolled out as a global campaign.

Learn more about how RICE manages regional campaigns across Asia here.

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Priscilla Yang; RICE Communications; RICE Singapore
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