A creative collaboration reel using paper characters and meme format to explain LinkedIn profile tips in a way people actually want to watch.
The Collaboration
Logam Academy was invited by LinkedIn to create a native short-form reel for the platform. Rather than making a polished promotional video, we went the opposite direction — raw, paper-based, character-driven storytelling that teaches real LinkedIn profile tips in a format people actually enjoy watching. The reel walks viewers through how to build a strong LinkedIn profile using hand-drawn paper cutouts and viral meme faces that people already know and love.
“The goal was to create content that earns attention rather than demands it — easy to understand, relatable, and visually interesting.”
Why It Worked
We chose education over promotion. The reel teaches something genuinely useful — how to build a strong LinkedIn profile — without feeling like an ad. Viewers got value first.
We built native-first content. The format was designed to look and feel like organic creator content, not a brand campaign. It belonged on the platform.
Humour was baked into the format. Familiar meme characters like 'Chiku Bhai' and 'Chill Bhai' gave the content instant personality and made it shareable from the very first frame.
The message matched the platform. LinkedIn's audience expects value-driven content. We delivered actionable profile tips that professionals actually needed.
Strategy
Two content pillars that drove the reel's performance.
We cast 'Chiku Bhai' — the buff doge meme — as the relatable everyman who just got called out by LinkedIn to fix his profile. The character instantly signals this is made for real people, not corporate accounts. Viewers see themselves in the character, and that is exactly the hook that stops the scroll before the message even starts.
The paper-on-desk format is a proven content style that drives engagement by being deliberately lo-fi. It stands out in a feed full of polished corporate graphics. Handwritten notes, printed cutouts, and a real wooden desk made the content feel made for the audience — not at them. The imperfection is the hook.
The Format
Every scene was physically built on paper, filmed by hand on a wooden desk. Here is how it looked across the full reel.
Lo-fi & tactile
Stops the scroll
Easy to follow
Natively shareable
Key Takeaways
Meme characters create instant connection. Using a familiar face like 'Chiku Bhai' lowers the viewer's guard before the message even starts — they lean in because they already trust the character.
Lo-fi beats polished in the scroll. The paper format stands out precisely because it does not look like an ad. The imperfection is the hook — it signals authenticity in a feed full of branded content.
Storytelling holds attention that hooks cannot keep. A character-driven journey — bad profile to good profile — gives viewers a reason to watch all the way to the end and share it.
Native-first thinking wins collaborations. LinkedIn did not want a branded video. They wanted content that belonged on the platform. Meeting that brief is what made the collaboration possible.
© 2024 Logam Digital Private Limited. All rights reserved.
