SCENARIO
When tasked to create a brand campaign for the state of Florida,
the team quickly looked for unique audience segments.
After exploring the "Florida Man" stereotype we found that 13.2% of boomers "un-retired" in 2023. Creating a new target for LinkedIn and laying the foundation for our campaign.
Only 3.8% of LinkedIn users are over the age of 55. Meaning the un-retiree market is likely either not on the platform or not actively using it.
Un-retirees are still a wide market, and to test the viability of targeting this audience it’d be best to target a specific region.
Chosen Region - Florida
Florida is a state that has become a retirement hotspot due to:
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Low property taxes
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No income tax
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Warm weather
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Entertainment
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TARGET OPPORTUNITY
13.2% of boomers "un-retired" in 2023, creating a new target for LinkedIn. Most un-retirees note that some of the deciding factors in un-retiring was a lack of fulfillment and a longing for routine.
Insight - Retirees spend their work career chasing responsibility, instead of fulfillment.
STRATEGY
LinkedIn offers a chance to chase fulfillment, not responsibility.
CREATIVE SOLUTION
A year-long campaign that pushes un-retirees to pursue self-fulfilling gigs through the LinkedIn platform.
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Overview
When tasked to create a brand campaign for the state of Florida, the team quickly looked for unique audience segments. After exploring the "Florida Man" stereotype we found that 13.2% of boomers "un-retired" in 2023. Creating a new target for LinkedIn and laying the foundation for our campaign.
Target Opportunity
13.2% of boomers "un-retired" in 2023, creating a new target for LinkedIn. Most un-retirees note that some of the deciding factors in un-retiring was a lack of fulfillment and a longing for routine.
Target Insight
Retirees spend their work career chasing responsibility, instead of fulfillment.
LinkedIn is already positioned for unretired boomers better than its competitors
Company insights, salary expectations
Massive network across industries
Has more and more fake jobs every year
Less about the job, more about the company
Professional industry standard
AI-driven job matches, 1-click application
AI can likely scare un-retirees
With not only full-time, but gig jobs
STRATEGY
LinkedIn offers a chance to chase fulfillment, not responsibility.
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Phase 1
INTRODUCE
Mar-Jul
Meet un-retirees where they are, out and about living their lives.
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Phase 2
ENCOURAGE
Aug-Oct
OOH to direct the kinds of work un-retirees should be look to do.
Phase 3
REINFORCE
Nov-Dec
On-platform activations to get un-retirees on platform in-time for January hiring season.
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Phase 1
INTRODUCE
Mar-Jul
Meet un-retirees where they are, out and about living their lives.
Phase 2
ENCOURAGE
Aug-Oct
OOH to direct the kinds of work un-retirees should be look to do.
Phase 3
REINFORCE
Nov-Dec
On-platform activations to get un-retirees on platform in-time for January hiring season.
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Phase 1
INTRODUCE
Mar-Jul
Meet un-retirees where they are, out and about living their lives.
Phase 2
ENCOURAGE
Aug-Oct
OOH to direct the kinds of work un-retirees should be look to do.
Phase 3
REINFORCE
Nov-Dec
On-platform activations to get un-retirees on platform in-time for January hiring season.
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Only 3.8% of LinkedIn users are over the age of 55. Meaning the un-retiree market is likely either not on the platform or not actively using it.
Un-retirees are still a wide market, and to test the viability of targeting this audience it’d be best to target a specific region.
Chosen Region - Florida
Florida is a state that has become a retirement hotspot due to:
-
Low property taxes
-
No income tax
-
Warm weather
-
Entertainment
-