In my first month as ECD, we launched our first-ever TOFU campaign for LinkedIn Premium, created by our internal team. It showcases how relatable professional problems can be turned into opportunities with the help of our features. The campaign produced a 3.14x ROI, 23% higher than the prior year campaign handled by an outside agency, and saw a +6.4pts in career unaided awareness, +5pts in perceptions of “LinkedIn is a place where I belong. Four months later, in 2024, we extended this surreal brand world to our flagship experience. Here, we increased our metrics to 5.08x ROI in US Q2 FY25. 4x ROI US Q4 FY24 - Q1 FY25*. +2pts (stat sig) Knowledge Unaided Brand Awareness** +5pts (stat sig) in perceptions of “Helps me stay informed on professional topics that matter to me”