Cisco Linksys

Summary

The Linksys marketing team at Cisco spied an opportunity in the rush of shopping, unwrapping, and connecting that happens between Thanksgiving and the first few weeks of the new year. Holiday shoppers would spend big dollars on a whole array of connected devices, and their current (likely low-performing) routers would be put to the test.

Now, we can speak personally to the slow, laggy pain that Linksys routers address. We're gamers, streamers, and general appreciators of fine performance. Even still, we bolstered what we knew with diligent consumer and competitive research before arriving at a solidly strategic, value-laden concept: "More Power to You."

Backed by the brand's promise of performance no matter what you like to do online, the concept served as a springboard for a host of extensions. We crafted multiple executions with headlines and copy that took advantage of the media buy to directly target key audience segments. "Less Lag, More Frag" for gamers, for instance, and "Less Screaming, More Streaming" for home media enthusiasts.

To catch and convert clickers, we created an elegant product showcase as a campaign landing page on the Cisco Linksys consumer site. The campaign exceeded all goals, including the number of interactions, sales leads and transactions. And as confirmed through an online brand research study, Cisco saw increased brand awareness and a huge 24% lift in sales.