Case Study: GSK achieves higher awareness and stronger innovation reputation with LinkedIn Marketing Solutions

GSK boosts its brand vitals and innovation credentials on LinkedIn

GSK, a global biopharma operating in 75+ countries, needed to raise its profile in the US as a leading innovator and engage an informed audience of scientists, academics, investors and biotech partners whose perception drives investment, talent and collaboration. Awareness in the US lagged behind other markets, so the challenge was to scale reputation-building among specialist audiences and shift brand perceptions.

GSK ran a multi‑year LinkedIn brand campaign—using Video Ads, Sponsored Content, and content partnerships (NYT, FT, Time) with precise LinkedIn targeting—and measured impact with Nielsen brand tracking. In year one the campaign delivered 18M+ impressions, a 1.34% engagement rate (nearly double the healthcare benchmark), aided awareness +8 points (up to +14 with heavier exposure), innovation perception +17 points (+26 for 6+ exposures), favorability +22 points (+30 for 6+ exposures), and moved GSK two places up US innovation rankings.

GSK

Danny Choo

Strategy Planning & Paid Campaigns