The lesson
Show the real ad as the proof on page one, then give the results as numbers a reader can compare.
The move
The page titled "GSK Amplifies Global Health Innovation at UN Summit with Thought Leader Ads" has a screenshot of CEO Emma Walmsley's post on the right: a handwritten diary page, "Innovating for everyone - my trip to Kenya". Text beside it gives a CTR of 2.61%, 335% above the healthcare benchmark, 25% more dwell time and over 900 clicks.
Why it works
- Our readShowing the actual post, with its handwriting, gives a prospect a concrete picture of what they would run, right beside the claims about it.
- Vendor claimLinkedIn's own page says the ads delivered a CTR of 2.61%, outperforming the healthcare industry benchmark by 335%, and drove over 900 clicks to executives' profiles. (source)
- Our readAn "About GSK" band at the bottom gives scale and context without crowding the story above it.
What not to copy
Don't copy the formal tone or the thought-leader-ad product pitch. Keep the creative as the lead exhibit and results stated against a named benchmark.
