LINKEDIN’S latest marketing campaign asked the question “What are you in it for?” — flipping the focus from the site’s capabilities to its members’ driving motivators to form professional communities. LinkedIn used user-generated content (UGC) to shoot a video ad campaign highlighting some of the people who make up the professional social network, and their reasons for joining it. With more than 500 million members across 200 countries, the stories shared were unique and as varied as the site’s users. LinkedIn’s smart marketing strategy puts its UGC to work, showcasing individual members’ passion and purpose — and extending an open invitation to others to join the community. The BV judging panel points to LinkedIn’s global reach and dominant market presence as key tools in its goal to connect the world’s professionals — and congratulates LinkedIn on taking the 2018 Best Networking Brand Global award win.