LinkedIn, the world’s biggest professional network, is also the biggest online audience of professionals. And ever since the network has opened up for consumer facing brands, it has been increasingly tapped for the promotions of products targeted to working professionals. Like the recently launched campaign by fabric and apparel brand Raymond, where the brand is promoting its ‘Ready to Wear’ collection of men’s jackets.
The brand that caters to the complete man is now looking to upgrade profile images of LinkedIn users through its 15-day contest titled – “Men in Jackets”. One has to login at the specially designed microsite using their LinkedIn ID and answer a few questions that test their knowledge about ties, jackets, etc.
The Raymond contest is giving 10 lucky winners a chance to upgrade their image and get styled by Raymond Ready to Wear. Also, they get a profile picture shot by a professional photographer.
I logged in with my LinkedIn ID and was surprised to know that Raymond’s ‘Men in Jackets’ contest allowed a woman to participate too! I was delighted to get a 5/5 for answering multiple choice questions like - Where is your lapel, guess the name of the jacket, where would you wear your pocket square, how would you wear your tie, and more.
One can then show off by sharing about the contest on their Facebook, Twitter or LinkedIn timelines.
The site offers a lookbook of the Raymond Ready to Wear collection and a helpful video and visuals to help understand the various fits and what Raymond fit suits your shape and size. And, lastly, a link to shop online from the Ready-to-Wear range.
Raymond has a Facebook, Instagram and Google Plus page where it is promoting the contest. The company has no presence on Twitter however.
Styling the LinkedIn users
While marketers once considered LinkedIn solely for advertising B2B products and services, it is now finding popularity with consumer brands too. Another apparel brand from Madura Lifestyle, Van Heusen did tap LinkedIn users twice through a hunt for the most fashionable professionals in 2013 and again earlier this year.
Tourism Australia adopted a similar strategy for it’s ‘Who deserves a break’ contest that leveraged both LinkedIn and Facebook this year, unlike the one in 2013 that only involved LinkedIn. This year the tourism board also included a Facebook option where one could recommend their friends on the social network for an Australian holiday.
Raymond is looking to style young Indian professionals through the contest, but it doesn’t fully leverage the LinkedIn network environment. The network that is more suited to professional recommendations isn’t being banked upon for recommendations. Pitching members to upgrade their LinkedIn profile picture as that is one of the first things that helps employers form an impression about them might be a good one to start with, but not with a general knowledge quiz on jackets and ties. Having your network recommend you for a profile picture upgrade would have been more in keeping with the LinkedIn network user behaviour.
India is the largest market for LinkedIn outside the United States, where the company claims to have more than 26 million registered users as of June this year. Assuming over half are men, Raymond may have started at a good place to promote its Ready-to-Wear range. However, the brand would need to invest on building a long term community that serves the interests of the ‘complete man’ rather than rely on one-time campaigns.