How do you launch a thought-leadership magazine when everyone’s doing it?
The risk: drowning in the sea of risk-averse blandness that is LinkedIn.
M&G Investments wanted to do things differently - launching a magazine ‘Ampersand’ which sets itself apart. They needed our help to promote it through a different sort of campaign.
M&G aren’t afraid to be human, open and have fun with their communications.
We jumped on that - creating a campaign including hero and social content - that piggybacked on the hugely popular TikTok trend ‘Accidental Wes Anderson’.
All ‘actors’ were M&G employees with big LinkedIn followings – selected to support amplification of the organic campaign.
+186% more clicks than the best performing post of the previous year
268,767 impressions on paid assets
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