The Other Side Headline Hack on LinkedIn
There are two sides to being Asian American in the workplace. On one side, Asian Americans are propped up as the “model minority” and are well represented in the professional workforce. On the other side, because of bias and cultural differences, they are the least likely ethnic group to be promoted into management. In order to enact change in corporate America, first we had to get people talking about this issue. But in Asian communities, the cultural norm is to not speak up.
The Other Side Headline Hack on LinkedIn, a campaign to illuminate the reality of the Asian experience in corporate America by getting a courageous crew of Fortune 500 Asian leaders to swap out their LinkedIn profile headlines with their Other Side realities, followed up by a series of Other Side stories which expanded on their very personal experiences.
181% MoM increase in LinkedIn reactions on the Ascend page
132% MoM in Ascend LinkedIn page shares
We increased traffic to the Ascend site by 525%
The campaign drove 114mm+ impressions across 5 cities