Creating relevant, local content which engages across three regions - BlueMelon Design

BlueMelon Design

2056 - Case Study - LKN Logo

One campaign. Three countries.
Three launches. Simultaneously.

One campaign.
Three countries.
Three launches.
Simultaneously.

Launching a national campaign is big, but launching one
across three regions simultaneously is absolutely huge.

BRAND & BRAND COMMUNICATION | CONTENT & SOCIAL

Content Strategy, Content Curation, eBook, Infographics,
Digital Campaign, Landing Page

Whilst LinkedIn is well known as a business and employment service, they are also thought leaders who offer some extremely useful resources to their audience. One being LinkedIn Marketing Solutions. LMS publishes and shares insightful content about best practice and trends across a range of business disciplines. They also offer LinkedIn Ads, Text Ads, Image Ads and Video Ads. These solutions drive high-quality leads, grow business, engage audiences, gain followers and build brands, just to name a few things. Way, way more than a job platform!

THE PROBLEM

Help us showcase our thought leadership.

LinkedIn conducted a series of studies highlighting trends in content marketing across the APAC region in 2017. They came to us with quite detailed content, which they wanted to use to engage three distinct audiences across Australia, Singapore and India.

Make our content digestible, relevant and local.

The key to this project was finding a clear and effective way to communicate the findings of the study in each specific country – Australia, Singapore and India.

THE SOLUTION

We dissected LinkedIn’s complex content and recreated it in beautiful, relevant and easily digestible formats.

We showcased the studies’ predictions and trends in a series of eBooks. Each eBook was tailored to it’s specific country, whilst maintaining the LinkedIn global brand image. We used high quality, human-centred imagery and bite sized infographics that shared the insights in a quick and concise way.

Localisation

The content felt like they were part of a series whilst each had its own unique country-specific content, look and feel. High quality images of real people from each country that was studied were used to add a local flavour and make the content more relatable.

Format & Structure

Distributing the eBooks as a business intelligence resource gave equity to the LinkedIn brand and helped position them as content marketing thought-leaders in the region. The format was also optimal for the subject matter, target audience and volume of insights.

Format & Structure

Distributing the eBooks as a business intelligence resource gave equity to the LinkedIn brand and helped position them as content marketing thought-leaders in the region. The format was also optimal for the subject matter, target audience and volume of insights.

Data Visualisation

We interpreted the complex data in the studies into easily digestible and visually pleasing infographics. The new format drastically improved legibility and comprehension, breaking up heavy blocks of text and saving the reader time. Individual infographics could also be broken out and repurposed outside of the eBooks.

THE RESULTS

Downloads

When the eBooks were released they were a huge success. In India, one of the eBooks received

more than 700 downloads just on the first day of the campaign!

Global Praise

The content received worldwide
coverage, particularly in online
trade press.

“Please give the team at BlueMelon a round of high fives from me. The hard and gorgeous work they did is paying off!”

Jennifer
Head of EMEA Product Marketing
LinkedIn

The series received positive praise from readers and LinkedIn team members globally.

Everyone was really stoked!

Do you want to be a thought leader in your space?

Well you’ve come to the right place. Our talented team are experts at digesting complex and detailed information and turning it into beautiful, easily digestible content. We’ll recommend the perfect format for your content, depending on your audience and objectives – from static or animated infographics to videos and PDFs.

WHAT ARE THE BENEFITS OF WORKING WITH BLUEMELON DESIGN?

Getting brands right is our specialty, we understand what you need and will deliver on your core business values

We like to start by identifying the problem space and getting to know your business

A clearly defined business goal is crucial to any successful content marketing initiative. We say ‘no’ to content for content’s sake. Need help figuring it out? Talk to us. We’re happy to help.

We focus in understanding your main pain points

Before we begin we’ll need to understand you and your team’s pain points. Every company is different, so it all starts with listening. From there we’ll go through various stages depending on what we uncover during this stage.

We are humans that value data

If content is king, data is queen. Strategically led data-driven content is what we’re all about. The more data and insights about your brand and target audience you can share with us – the better! If you’re not sure what data might be helpful, or if it exists – never fear. We’re here to help.

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