Trachte DoorHallway LinkedIn Campaign
Overview
As part of the broader DoorHallway multi-channel launch, a LinkedIn campaign is being developed to target commercial property owners — a distinct audience segment from the custom audience approach used in other DoorHallway campaigns. This campaign runs alongside [1] and is intended to provide a cross-platform read on how the self-storage audience responds to DoorHallway messaging.
The campaign brief was assigned for completion during the [2].
Campaign Strategy
Target Audience
- Primary: Commercial property owners
- Approach: Interest/attribute-based LinkedIn targeting (not a custom audience upload)
- Rationale: DoorHallway's value proposition maps to existing commercial property owners who may be considering or expanding self-storage operations — a profile well-suited to LinkedIn's professional targeting capabilities
This differs from the custom audience strategy used in other Trachte/DoorHallway campaigns, where known contacts or lookalike lists drive targeting.
Ad Creative
The same display assets developed for the Google and Meta campaigns are expected to carry over to LinkedIn. A downloadable video file was also being sourced (from the existing YouTube version) for use across Meta and potentially LinkedIn.
Platform Rationale
LinkedIn was selected because:
- Self-storage investors and commercial property owners are reachable via professional attributes (industry, job title, company size)
- It provides a useful contrast to Meta's broader social targeting, allowing performance comparison across audience intent levels
- DoorHallway's B2B-adjacent positioning (selling to property owners, not end consumers) aligns with LinkedIn's audience
Status
| Item | Status |
|---|---|
| Campaign brief | Assigned to Robyn Ogden — pending completion as of 2025-10-03 |
| Ad creative (display) | Ready (carried over from Google/Meta assets) |
| Ad creative (video) | Pending downloadable file |
| Campaign activation | Blocked pending brief completion |
Key Decisions
- LinkedIn targeting will use commercial property owner attributes, not a custom audience list
- Campaign is intentionally structured to run in parallel with Meta ads to enable performance comparison between platforms
- Brief to be completed by Robyn Ogden and returned to Sebastian Gant for setup
Action Items
- [ ] Complete LinkedIn campaign targeting brief — @Robyn Ogden
- [ ] Set up LinkedIn campaign once brief is received — @Sebastian Gant
- [ ] Source downloadable video file for potential use in LinkedIn creative — @Sebastian Gant
Related
- [2]
- [3]
- [4]