How Notion Faces took over LinkedIn with their viral campaign
Making Notion's Brand Identity Go Viral
Notion Faces have been a hallmark of their brand for years, but they were only available internally for employees. They would appear in Slack profiles, social media posts, and even as fan-made commissions on Fiverr. The timing was crucial - launching in January 2025 to align with the 'New Year, New You' mindset when people are most motivated to get organized and improve their workflows.
Goal 1: Go Viral on LinkedIn
Notion aimed to create their biggest social media moment ever by transforming their internal employee portraits into a community-wide phenomenon that would take over LinkedIn feeds.
Goal 2: Build Brand Affinity
Rather than focusing on direct conversions, Notion wanted to create emotional connections with their audience and stand out from other B2B SaaS companies by showing their playful side.
Goal 3: Drive Community Engagement
The campaign needed to spark organic participation and user-generated content, turning Notion Faces from a company feature into a community-driven movement.
Testimonials
"What an incredible campaign. Great work team. Have already recommended you to a few of my friends who reached out."
"AJ & the whole team at Creator Match are a joy to work with - and not to mention, efficient! We kicked off and executed a history-making LinkedIn campaign in just a month... and during the holidays. They are an incredibly talented team and have the data insights of their awesome tool to back up their work. Would recommend working with them to anyone!"
The Three-Week Takeover Strategy
With just three weeks during the holidays, Creator Match and Notion pulled off the biggest LinkedIn Creator campaign ever. Our strategic approach transformed how B2B companies think about social media marketing.
Step 1: The Mysterious Swap
50 carefully selected creators simultaneously changed their LinkedIn profile pictures to cryptic 'LOADING...' images, sparking curiosity across the platform.
Step 2: Building Anticipation
Strategic teaser posts generated over 40,000 views, with users questioning what was coming next. The campaign leveraged FOMO (Fear of Missing Out) to build unprecedented engagement.
Step 3: The Big Reveal
Launch Day: On Tuesday 1/7, LinkedIn feeds were FLOODED with custom Notion Faces and 50+ Creator posts centered around the “New Year, New You” theme.Here are a few examples of the posts from the Creators in the campaign:
Funny Content
Educational Content
Remote Work
Specific Notion Faces Messaging
And here were some of the Creators in the campaign:
Step 4: Cherry on Top
Notion sent beautifully packaged gift boxes to participating creators, featuring custom Notion wrapping paper, cookies, and heartfelt notes. It’s uncommon for a software company (especially B2B) to send physical gift boxes, making this extra special.
The Results Are In
The campaign exceeded all expectations, creating what many called 'the biggest LinkedIn Creator campaign ever.'
The numbers tell the story:
- Unexpected UGC: Over 60 organic UGC posts were shared from users who weren’t part of the campaign (example here).
- Slack Channel Breakthrough: Your B2B/SaaS campaign goal should be to get shared in another company’s Slack channel (achieved here).
- Featured in “The Information”: We got mentioned in “Creator Economy by Kaya Yurieff” (article here).
- Fan Art: Artists & Designers such as Casey Rickey made awesome artwork out of people’s Notion Faces profile pictures!
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But beyond the metrics, the campaign achieved something more valuable: it transformed how people view B2B marketing. As Devin Reed noted, 'Love it or hate it, you couldn't ignore it. That's what great marketing does. Notion didn't just run an influencer campaign – they created a cultural moment in the B2B space.'
The success of Notion Faces has led to its establishment as an evergreen campaign, with plans to add seasonal elements and ambassador badges in the future. It's no longer just a marketing initiative - it's become part of Notion's DNA.
UGC Posts in the Wild
