Cisco Linksys

Summary

Most people are well aware of Cisco and its line of Linksys routers. Going into the holiday season, the Linksys marketing team at Cisco wanted a campaign that would span the post-Thanksgiving shopping rush, continuing through the first few weeks after the New Year. It was the perfect time when many holiday shoppers would spend big dollars on connected devices like PCs, tablets, TVs, and DVD players that would put their current (often low-performing) routers to the test.

At LiveAreaLabs, many of us have had firsthand experience with the pain that Linksys routers address. We're gamers and streamers—and generally, the kind of crew that appreciates fine performance. And of course, we bolstered what we already knew with appropriate consumer and competitive research before arriving at a strategic concept that creatively expressed the product's value.

The outcome of our exploration was a campaign dubbed "More Power to You," which was backed by the promise that no matter what you like to do online, the Linksys brand enthusiastically offers up the performance you need to get it done.

This concept provided a springboard for a variety of natural extensions, allowing us to create different executions for key audience segments that were strategically mapped to Cisco's media buy. Unique headlines and copy were created for each—like "Less Lag, More Frag" for gamers and "Less Screaming, More Streaming" for home media enthusiasts.

We also created ads for a variety of other placements, such as in popular online publications, on ad networks, and in major online retailers. All ads drove users to a specific campaign landing page on the Cisco Linksys consumer website, which we created specifically as an elegant product showcase that would convert interested customers.

Ultimately, the campaign exceeded all goals—including the number of interactions, sales leads, and transactions. In fact, Cisco saw a 24% lift in sales and increased brand awareness, confirmed through an online brand research study.