Case Study: European Commission achieves critical mass of investor registrations and high engagement with LinkedIn Marketing Solutions

How the EC brings investment and opportunity together on LinkedIn

The European Commission built the European Investment Project Portal (EIPP) to match potential investors with EU-based projects, but needed to prove the portal’s viability by reaching a critical mass of registered stakeholders. The challenge was to raise awareness and drive targeted engagement and registrations among two very specific audiences—potential infrastructure investors and project owners—while making efficient use of a limited budget.

LinkedIn and agency partner Pebble Media ran a multi-touch campaign using Sponsored Content to raise awareness and Sponsored InMail to deliver personalised calls to action, with precise targeting by seniority, job title, industry and company size. The campaign helped the portal reach the necessary registrations, achieved a Sponsored InMail open rate of about 60% and a roughly 7% engagement/click-through rate, and delivered continuous optimisation that improved performance and justified shifting more budget to InMail.

European Commission

Carole Fromage-Duforêt

Social Media Officer