Great marketing lets people see the power of great experiences... Creating relevant ideas with flawless execution inspires us to engage with brands and makes us want to buy. And that is what the best marketing people can do for a business.
I am Lisa Burkhart. I LIVE and breath this stuff. As head of marketing for Linksys and Belkin networking solutions we launched over 30 products, devised a multi-market brand architecture, developed and launched a new brand of WiFi, achieved double digit engagement rates in social channels and innovated with location based mobile campaigns and a content marketing strategy...
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Banner ads, social media posts, articles, user generated content, CES booth, packaging
New Product Launch
January 2017
Integrated CAMPAIGN reached across platforms and channels, programmatic, social, mobile, AMZ Direct. Full funnel approach supported by relevant content and keywords to drive site traffic. Cohesive message carries storytelling from the aspirational to the payoff.
360 DEGREE CAMPAIGN. Strategy drove branding promise of "WiFi Freedom" as tied to use cases and proof-points of seamless WiFi. Full funnel to generate strong awareness around announcement, progressing with a strong DR push to convert towards sales.
Web assets including branding and product videos, landing page and introduction email along with social media contest to elicit user generated content which was then re-purposed into ads and social posts.
LOCATION BASED MOBILE campaign to support product launch in retail.
Influencing the in-store influencers. This interactive unit served as an in-store sales enablement tool as store associates swiped thru to learn more about key selling features based on customer insights.
Engagement exceeded benchmarks
SMARTIES Award Winner 2017
Branding Packaging and Retail Display
Branding reflects a shift from specs to experience as homes become increasing reliant on WiFi for all things connected. Naming plays off of the idea to envelop and supporting tagline conveys friction-less usability of flawless connection.
Packaging was designed to break through on shelf. Branding language is purposely disruptive for the category with a vibrant watercolor spilling across a clean design aesthetic.
Retail displays designed to attract, engage and connect leveraging eye catching design elements copy proof points. Website content and merchandising was search engine optimized from outside of funnel to bottom of funnel.
Subsequent 2018 campaign communicates WiFi configurability and personalization to create your own WiFi footprint based on your home's size and shape.
Spring 2018 Campaign
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Targeted to in-market shoppers for WIFI, entertainment and smart home related categories to drive awareness of an consideration for Velop Whole Home WiFi. An online product configurator tool was developed to support the "Create Your Perfect WiFi System" campaign. Video animation illustrates configurability and why to buys. Click thru traffic drove to Velop landing page with "Design Now" pop-up tool. Keywords drove to product page.
Social Media
SOCIAL platforms allow brands to extend themselves, discover new audiences, tell richer stories, express more personality and connect with the audience on an emotional level
For WiFi we achieve a balance of product and lifestyle with the emotional and practical benefits that WIFI delivers and how people consume it. And we celebrate the technology.
Average engagement rates video 27% static 16%
My Role
Strategy, agency management, creative briefing
AUTHENTIC CONTENT Consumer created images at scale with Social Native's content creator platform. Extended our audience reach on Instagram through targeted content creators.
Influencer Content
We could never get a solid WiFi signal until, (drum roll please) the Linksys Velop WiFi system!
It lets me work from my rooftop with a second router node...
We could never get a solid WiFi signal until, (drum roll please) the Linksys Velop WiFi system!
What a cool product. It sounds great.
It lets me work from my rooftop with a second router node...
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Over 100 pieces of content were generated through Instagram social posts. Content creators were asked to post environmental product pictures and provide comments on his/her experience with Velop Whole Home WiFi. Extended Instagram audience reach by 1 million followers.
54% of US Search traffic comes via organic search. A content marketing strategy was deployed to capture customers in the research and discovery phase. Helpful, educational information was created to close the existing content gaps within the networking category, establishing Linksys as the authority in the space.
Content Marketing
Objective – capture more high and mid-funnel traffic via Organic Search by creating SEO-optimized and relevant articles and videos to drive traffic to Linksys.com
Strategy - build a library of content to drive brand awareness, social amplification and organic traffic through a mix of SEO content formats
Organic traffic increased to 25% up from 8%
Average time on article 3.12"