Case study: how LinkedIn used Mumbrella’s popularity to drive engagement in Australia
In an ambitious collaboration, the social-media giant worked with us to run a competition to encourage thought leadership on its platform. We ran two events, used our contact book to encourage entries and featured the best writers on a content hub
For the last three years, LinkedIn has collaborated with Mumbrella to promote its Agency Influencer campaign, which asks executives from media, marketing and creative agencies in Australia to write blogs on the social media platform.
In 2017, we were tasked with increasing the participation of senior executives and encouraging more woman to enter.
Mumbrella’s Insight
Mumbrella is the most popular news site for Australia’s media and marketing industry by a huge margin. We’re currently averaging 850k monthly page views and 14k daily browsers – three times higher than our nearest audited rival.
What we did
In 2017, 500 people entered the annual thought leadership challenge, with a prize of a trip to New York for the winning contributor. The competition ran from 14 June until 17 November.
Topics covered everything from industry sexism to copywriting tips and even how to tackle dress-down Fridays. Each week, Mumbrella picked two of the best articles posted on LinkedIn and ran them on our site and in our newsletter. All of the archived content was then placed on a unique hub (or mini website) that appeared on the main Mumbrella homepage.
This meant that even when stories slipped off the main page, they still retained a prominent position within the content hub. To maintain interest among the hundreds of bloggers, we ran a monthly leaderboard of the ten best-performing contributors, that was updated throughout the competition.
We launched the program with two events in Sydney and Melbourne featuring the contrarian marketing academic Mark Ritson as well as a panel with the previous years’ entrants.
To ensure a high quality of attendee, Mumbrella sent 50 targeted and personalised invites per city for high-level executives in the name of Mumbrella’s founder and content director, Tim Burrowes. Delegates were chosen by both Mumbrella and LinkedIn, and the events were publicised, before and afterwards, on Mumbrella’s homepage.
How it performed
The 2017 competition received more than 500 entrants – an all-time record. In total, more than 43,000 page views were accumulated across 44 articles placed on Mumbrella, and they were shared 3,200 times. This doesn’t include those who read the thousands of posts on LinkedIn. There was also a surge in female participation.
LinkedIn’s feedback
Matt Tindale, LinkedIn’s Australia and New Zealand MD, said:
“The 2017 competition has been a great celebration of diverse and original thinking from the leading voices in agency land today. In addition to the stand-out articles and ideas shared by Sydney agency voices we’ve seen a huge surge in activity from the Melbourne marketing community.
“We were also really pleased to see a huge increase in females and participants with less than five years experience in the industry this year. Well done to our two winners, and all of the 500 plus participants who took part in the competition in 2017.”
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