Corey Rosenberg

I’m an advertising creative director who specializes in copywriting. Welcome to my site. I hope you enjoy what I’ve designed for you.

LinkedIn — case study

Reframed LinkedIn as a platform of possibility —showing professionals that their most ambitious goals may be far more attainable than they realize.

The Opportunity

LinkedIn set out to increase brand awareness and shift perception—from a functional networking tool to a platform that empowers real career potential.

The audience was broad: the world’s professionals. But the insight needed to feel personal—grounded in the idea that even the most aspirational career paths aren’t as out of reach as they seem.

Overview

Company: LinkedIn Role: Sr. Copywriter at LinkedIn Project: “You’re Closer Than You Think” integrated brand campaign Platform: Film, Social, Print, Integrated Marketing

The Idea

You’re closer than you think.

A simple but powerful reframing of ambition—turning distant “dream jobs” into tangible, achievable next steps.

New York Times print pair: a full-page back-cover ad with an astronaut portrait and the line “You’re closer than you think”, beside a magazine page asking “What’s your moonshot?” — both signed with the LinkedIn logo.
Black film frame: an astronaut faintly lit in the shadows beside a glowing blue LinkedIn logo.

Execution

  • Concepted and led creative for an integrated brand campaign rooted in aspiration, access, and possibility
  • Partnered with NASA to explore astronaut qualifications—uncovering that over 3 million U.S. LinkedIn members met the criteria
  • Used this unexpected data point as the foundation for the campaign’s central idea: even the most extraordinary dreams may already be within reach
  • Created and wrote “What’s Your Moonshot?”, a cinematic hero film featuring an astronaut—using space exploration as a metaphor for ambition and human potential
  • Premiered the film during the 2016 Oscars, placing the message on one of the world’s most visible cultural stages
  • Extended the campaign through a full-page New York Times back cover ad—bringing credibility and scale to the idea
  • Launched a broad social campaign inviting professionals to reflect on and share their own “moonshot” goals
  • Ensured consistency of voice and message across all channels—balancing inspiration with LinkedIn’s data-driven authority

Impact

  • Elevated LinkedIn’s brand from a transactional career platform to a source of inspiration and possibility
  • Created a universal, emotionally resonant message that scaled across industries, roles, and geographies
  • Strengthened the connection between LinkedIn’s data and real-world opportunity
  • Increased relevance with both active and passive professionals
LinkedIn social post: “Want to see the world? @NASA is hiring an astronaut” over a photo of an astronaut spacewalking above Earth, with reactions, comments and reposts below.
Blue LinkedIn skills ad over a night photo of the Glienicke Bridge: “If you had to negotiate a prisoner swap during the Cold War, you’d want these skills: Negotiation, Fluency in Russian, Phenomenal poker face.”
Street-level billboard reading “You’re closer than you think” with the moon, above passers-by on a city sidewalk.
Instagram grid collage of the LinkedIn campaign on a dark frame: astronaut stills, moonshot quote cards and campaign data points.

KPI’s for This Level of Initiative

  • Brand awareness and recall among global professional audiences
  • Video engagement: views, completion rate, and social sharing
  • Social participation and user-generated content tied to “moonshot” ambitions
  • Earned media coverage driven by NASA partnership and high-profile placements
  • Lift in brand perception metrics (inspiration, optimism, career empowerment)

How It Performed

Brand Awareness

+12%

aided brand awareness

Video Views

18.5M

views across paid and organic channels

Video Completion Rate

62%

Social Shares

425K

Campaign Reach

95M

unique professionals reached

Direct Traffic

+18%lift

CONTACT

I’M ALWAYS OPEN TO NEW OPPORTUNITIES

As you can see, I rarely say no to a new opportunity that comes my way. Whether you’re needing a freelance creative director or copywriter, or an expert to come in and train your content or your GTM team, I’d love to hear from you, so please reach out. I’ll get back to you as soon as humanly possible.