LinkedIn came to us with a fun challenge: take the wildly popular “choose-your-own-adventure” format, the kind that’s everywhere in B2C, and bring it into the world of B2B. Specifically, they wanted to create one of the first-ever interactive video experiences for business audiences, following a day in the life of a modern marketer. The goal? Capture attention, drive engagement, boost product adoption, and keep LinkedIn Marketing Solutions at the cutting edge of digital innovation.

So we rolled up our sleeves and got to work. We started by turning LinkedIn’s existing white papers into 16 bite-sized scripts, each focused on a key decision marketers face during a campaign. These became the building blocks for eight different story paths, which we then brought to life with bold animation, dynamic characters, and original music. After months of collaboration and creative exploration, LinkedIn Ad Vantage was born, an interactive, immersive experience made by B2B marketers, for B2B marketers.

The response? Better than we could have hoped. Within the first 30 days, the experience pulled in over 14,000 visitors — and they stuck around too, spending an average of two minutes longer than normal on the page. Bounce rates dropped, and 88% of users completed the full experience, showing just how engaging B2B content can be when you push the format.

Credit:
Creative DIrector: Paul Reid
Production: Contented Group