LinkedIn has announced the launch of its new project, “Grimsby United”. Based in Grimsby, UK, a northern town famous for its once thriving fishing industry, the initiative is set to explore how the power of community can help people access new jobs and careers in an area that has experienced tough economic challenges.
The project focuses on the journey of four different people, all in search of new opportunities in Grimsby. From Darren, one of the town’s last remaining fishermen looking to export his seafood internationally, to Chelsey, a part-time café worker who wants to transition into a fulfilling career as a caregiver. The short films follow their real-life career transformations as they look to connect with their local community and new opportunities.
The first instalment features two two-minute adverts which will be screened nationwide in cinemas from today. This is the first time LinkedIn has expanded its marketing to cinemas, with the adverts appearing on 500 screens over the next four weeks. The project will also be supported by an earned media and social campaign on LinkedIn, Facebook and Instagram and will be underpinned by additional initiatives in Grimsby to highlight the employment opportunities and support available to the town’s residents.
“We believe every member of the workforce can create opportunities for themselves, and on LinkedIn, we have a passionate community of members who are connecting with and helping each other do just that,” says Ngaire Moyes, senior director of brand marketing and corporate communications for EMEA and LatAm at LinkedIn. “Our work in Grimsby is putting this theory to the test, and these films follow the journey of two of our newest UK members, Darren and Chelsey as they seek new jobs and opportunities.”
BMB is the lead agency for the creative, working closely with Archer’s Mark as its production partner. 3Q Digital is leading on the digital media buying while Brands2Life is responsible for the social execution and earned media activation in the UK.