REPORTING FROM SAN FRANCISCO, CA
After a decade of collecting personal data from its 200 million+ user base, it appears LinkedIns marketing team is nailing their true target market: Young Asian Professionals.
The current signup page, seamlessly features three graduates of East Asian descent, over the age of 21, who probably work at the big four.
According to a brand manager at the business network, the goal of the sign up page was to have simple and effective message:
“We wanted to say one thing to our key demographic which was ‘come find your future role under the bamboo ceiling” says Joanna*
*name changed to protect anonymity
“We’re cutting through the noise by saying what every big 4 firm wants to say but can’t”
“At the same time, it’s helping new users understand their place in this world which is to make the rich corporations richer whilst losing your soul and speeding up menopause in the process”
“And I think these Asians appreciate the honesty”
With layers of big data at their fingertips including last names, what University a user went to, profile images showing a users ethnicity, the data scientists were able establish to a common pattern of Asians who studied commerce, who will work 80 hour weeks to please their 60 year old boss Steve.
Once the knowledge was passed through the wider marketing function, updating the signup page became a company priority.
And the results? A 300% uplift in new user signups according to Joanna.
“It’s marketing 101, stalk your users and create content that speaks directly to them”
More spice to come.
Note: The YAP Native does not endorse any of the marketing strategies mentioned above.