Create & Cultivate

The Challenge

Women aren’t skeptical of LinkedIn’s value. They’re skeptical of fit. “Do my videos belong there.” “Does my vibe read right.” “Is anyone even watching.” That’s not an awareness problem. It’s a belonging problem, and no stat sheet fixes belonging. You can’t argue someone into confidence. So we skipped the pitch and built a space good enough to let people feel the answer by using it. The insight: the fastest way to kill “does this belong on LinkedIn” is to build something so clearly not corporate that posting it there becomes the flex.

The LinkedIn Content Café

A brand activation cosplaying as the best roadside café you’ve stumbled into by accident. Part retro roadside stop, part West Coast coffee crush, for founders and creators who came to watch Doechii own the mainstage. This wasn’t LinkedIn dressed down. It was LinkedIn finally invited to the party, dressed for it.

We built a 20′ x 30′ micro-destination inside the festival’s Connect Garden, planted exactly where foot traffic and phone cameras would find it. A backdrop built to be filmed, not admired. A menu of creative prompts, because the real barrier to camera confidence isn’t the camera, it’s not knowing what to say. Branded drinks, enamel pins, and a rotating “Special of the Day” that made the booth feel like a discovery, not a sponsorship.

The Results

981 guests came through the café line. 500+ captured video at the booth. Giveaways: 3,200 branded drinks distributed. 770 enamel pins given out. 432 prompt-card decks claimed.