Please answer the following question using the information below-

Question 1: Consider Maslow's Hierarchy of Needs; which level of needs is specifically addressed by this campaign? Offer at least two case specifics to support your answer.

Question 2: Use the theory of perception to explain why the campaign was needed in the first place. Which Selective Process applies? How do you know? And as the "In It Together" campaign was designed, what did LinkedIn do to meet the challenge of Selective Attention?

Question 3: Identify and explain two different techniques of Primary Data Collection used by LinkedIn. How do you know it is primary data collection and not secondary data collection?

Question 4: As "the campaign has gone global, it remains local by showcasing people and stories from each region." Using what you know about sociological influences on consumer behavior, explain why this campaign decision is critical.

Linkedln: Crushing the White-Collar Stereotype with IMC

Social media networks seem numberless these days, but only an elite few that started in the early days of the World Wide Web still survive. One of those is Linkedln, a social media site that debuted in 2002. Today More than just surviving, Linkedln is thriving. The professional networking social media platform provides a venue for companies and individuals to interact in a business context. It has grown year after year, amassing more than 560 million members in more than 200 countries. Today, only a handful of social networks are larger. And of the major social media platforms active today, none have been around as long as Linkedln.

But a few years ago, Linkedln's marketers recognized that their popular professional networking platform had a problem. It had developed a constraining image best described as "the place where white collars meet" Even more limiting, "white collar" tended to be dened as "Caucasian," "male." and "old." What's more, success in this group was dened as "moving up the corporate ladder." in other words, Linkedln was perceived by the masses as stiff and stoic. This image prevailed despite the fact that Linkedln's membership spanned a diverse range of people and businesses. As the realization of public perception settled in, many at LinkedIn felt that the company had strayed from its true nature and mission.

To correct this stereotype, Linkedln did something it had never before done. Although it had traditionally done very little advertising, the company launched its first-ever major media integrated marketing campaign. The aim of Linkedln's "in it Together" campaign was to recast the professional social network's brand image by sending a message of diversity across TV, outdoor, radio, online video, digital display. Podcast, search engine, and other media channels.

Developing the Message

As Linkedln marketers began developing the brand repositioning campaign, they rst asked themselves what work meant to them and how important work is. The company also engaged researchers to ask Linkedln members the same questions that they discovered astounded them. There were nearly as many unique answers as there were respondents. As researchers combed through the data, certain themes began to emerge for some. Work symbolizes a sense of purpose. For others, it means a deep passion. Some members dened work as a way to give back. Others viewed work more pragmatically, as a means of providing. Regardless of people's motivations or reasons for working, one overriding theme emerged. "No one wants to go it alone," says Melissa Selcher ', Linkedln's vice president of brand marketing and corporate communications. "Whatever you're in it for, you want to know there is a community of people to help, support, inspire, and push you." As the data revealed more and more people with nontraditional backgrounds, another theme also became clear. People hold different beliefs about what it means to succeed, however, regardless of how each person denes success, the importance of succeeding seems universal. From these insights, Linkedln's marketers developed a central campaign message. In short, Lmk'edln boiled down a large and complex concept to a simple theme: Success is as diverse as the people trying to achieve it. With that, the campaign needed to communicate the professional network's key positioning point that' Linkedln provides a community where people meet, understand, and support each other. And beyond just being a detached corporation that offers a professional meeting place, Linkedin's partners with organizational and individual members to help them succeed. To establish the "partner" image, the campaign needed to show that LinkedIn doesn't want to mold people into something they aren't but rather provides the tools needed for members to forge their' own individual paths. In all, LinkedIn and its entire community are "In It Together "to create member success.

Executing the Theme

To bring this "In It Together" positioning to life. Linkedln's marketers decided to showcase actual members. Stacy Peralta, director for the campaign's video content, explains:

I knew from the rst reading of the boards that this was one of those rare opportunities. They asked us to tell real stories about real people; they wanted it shot in black and white; and they wanted energy, enthusiasm, and candor from the people involved. We found and documented many of the unique people who use the platform. We found avant-garde musicians, MMA ghters, physics teachers. Animators, chefs, and real-life cowboys, all of whom not only use Linked'ln but rave about its effect on their careers.

In developing the "In It Together" campaign, Linkedln invited its 1 1,000 employees to visit a microsite to share why they are "in it." They also asked employees to nominate LinkedIn members to be subjects for the campaign's content.

Of the Linkedln members chosen for the campaign, all of whom volunteered to participate without compensation. One thought he was just the recipient of a mass email when he received the invitation. "I'm not the typical financial advisor," said Eszyle Taylor, founder, and president of Taylor Insurance and Financial Services. "I'm still young. I'm African-American. And my story is not one that's told commonly." As someone who perceived himself as atypical, Taylor was excited to "share the reasons behind what I do and the role 1 play in people's lives on a grand scale." To monitor the campaign's effectiveness. LinkedIn rolled out the "In It Together" campaign sequentially, with the initial 12-week effort targeted at four core marketers Atlanta, Philadelphia, Los Angeles, and San Francisco. It compared outcomes in these markets against performance in control markets not exposed to the campaign. It next launched a TV spot during the Golden Globes. The award shows and uncharacteristic media channel and vehicle, but one LinkedIn thought perfect for making clear' its intentions to shatter current perceptions of its brand image. That rst ad, along with other video content, incorporated raw, black-and-white video and stills in a documentary style. The ads featured a variety of real Linkcdln members telling their success stories m' their own unique environments. Moreover, Linkedln created different Versions of the ad so that each market saw an ad featuring people from that market. The simple production approach allowed the powerful message to shine.

The "In It Together" message unfolded in bits and pieces across the montage of individuals. "Mixed martial arts" is literally the hardest thing I have ever done in my life," said member Colleen Schneider, to images of her working out and sparring. "It brings me a lot of pride knowing that I can help expand human knowledge," said physics researcher and lecturer Lamar Glover against a backdrop of formulas' on a blackboard. "Being a rancher's not what I do, it's who I am," commented Mike Williams on a cold morning as he herded cattle. "It's pretty simple, really." Other quotes included. "I'm living my life, doing what I love for a living," "Nobody in my family tried to take that leap of faith, so I decided to do it," and "My denition of success is changing lives for the better." The ad continued with responses to a question posed by Ms. Schneider. "What am I in it for?" The answers from various members came quickly "'Cause I believe in science," "because it's in my blood, "to crush it," "to inspire," "because I love xing problems, "to create magic," "to be a pioneer," and "to do what I love." As the ad came to an end, a voice narrated the conclusive tagline, "Whatever you're in it for, we're in it together." The campaign received a considerable amount of attention from the marketing press. Four months into 2018, the Digital Marketing Institute dubbed it one of the top three most creative marketing campaigns of the year. Part of the campaign's impact can be attributed to perfect timing. Shortly before the launch of Linkedln's message of partnership and trust, the global press reported widely on cases of sexual harassment that evolved into the "#McToo" movement. Shortly after the campaign's launch, the world learned of the data breaches involving Facebook and Cambridge Analytica.

Although the campaign is still young, and Linkedin has remained tight-lipped about measured outcomes, the workplace social network has now moved past the opening 12-week phase, increasing the campaign's scope across North America, Europe. And India. And even though the campaign has gone global, it remains local by showcasing people and stories from each region. For those- unfamiliar with Linkedln, the campaign introduces the network with the desired image of diversity and partnership. For those already familiar 'with the brand, the campaign "erases undesirable perceptions. Either way, it is' likely that Linkedln will expand its membership across ethnicities and career types in' the near future.