The Big Issue: Raising Profiles

Since Big Issue vendors could no longer see their customers on the street, we needed a way to find them online. By training Big Issue vendors to use LinkedIn, they could find people who worked at the businesses near their pitches and reconnect with them to sell digital subscriptions to the magazine.

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The Big Issue is a UK street magazine, which offers a new hope for homeless and vulnerably housed people. When Coronavirus lockdowns hit, Big Issue vendors were unable to sell on the high streets and saw their livelihoods erased. So we decided to recreate their sales model digitally on LinkedIn. We used location data to find the businesspeople who worked in the area where the vendors used to sell, thus reconnecting them with old customers who used to walk by them every day. They not only sold more digital subscriptions to the magazine, but upskilled digitally in the process, changing perceptions about what Big Issue vendors could accomplish.

Results:

+325% magazine subscriptions

+400% magazines sold

Vendor posts viewed +300,000 times

112M impressions

FCB Inferno

FCB Inferno is one of London’s leading advertising agencies, and part of global advertising network FCB. The network dates back to 1873, and now has 9000 employees in 90 countries, with 120 at FCB Inferno. The agency’s clients sit across industry sectors and currently include Sport England, BMW, Huawei, AB InBev, Kimberly Clark, the Home Office and the Premier League. FCB Inferno was voted Agency of the Year at the inaugural Campaigns for Good awards. Over the past 4 years we have been recognised at Cannes International Festival of Creativity in categories including Film, Social and Influencer, Mobile, Digital Craft and Brand experience. We received two Grand Prix awards in 2015 and 2016 and were the second most awarded European agency - and eighth in the world - at the festival in 2019.