Glints
LinkedIn is the most expensive social platform for advertising. Glints needed to prove that thought-leadership could turn the most expensive channel into the most efficient one.
$80 CPM. 0.6% CTR. A $25 CPL target that most agencies would call ambitious for LinkedIn. Every impression costs more. Every click costs more. Every lead needs to count.
People go to LinkedIn for 3 reasons: hire someone, find a job, or browse their network. The existing approach wasn't built around any of these. It was broadcast advertising on a platform that rewards relevance.
Asking for details before delivering value creates friction. In a platform with $25 of attention, every barrier compounds. The form was the first impression — and it was a bad one.
LinkedIn's value is targeting precision. Precision targeting + generic creative = expensive impressions that don't convert. The creative needed to match the specificity of the audience.
Extract compelling data points from the report, turn them into standalone visuals. Don't gate the value. The right ICP was LinkedIn's real asset — the objective should be building brand and database, not immediate sales.
Far beyond the 1.5% hypothesis. Salary data wasn't just clickable — it was shareable. Organic amplification compounded the paid results.
Each market responded to its own data. Indonesian founders engaged with Indonesian salaries. Singaporean CTOs with Singaporean benchmarks. Relevance won.
Report cover alone wasn't appealing. "Average salary of founders" was the hook. The winner combined data from variant 1 with clean design from variant 2.
90 minutes of monthly attention. If your first impression is a form, you've lost. Give before you ask.
$5 CPL on LinkedIn is what happens when the right content meets the right audience. Neither alone is enough.
Same report, three presentations, wildly different results. The insight IS the creative. What you say matters more than how it looks.
The real ROI was 5,000 decision-makers who now know Glints produces the definitive compensation data in SEA.
The 60-day campaign proved LinkedIn works. Scope expanded to cover all business units — not just the talent report, but the entire Glints brand.
5,000 downloads made the Glints x Monk's Hill report the most-cited compensation benchmark in SEA tech. Authority you can't buy.
The thought-leadership formula became the template for every subsequent campaign. Data-led, insight-first, ungated. The model that keeps proving itself.
