Accelerating the Journey From Brand to Demand

Objective: Help Ciena assert leadership in the networking space while driving engagement and demand. Although Ciena would be outspent, we were determined to raise them above the fray.

Approach: We delivered an integrated, global digital campaign including emails, online ads, focused audience targeting and landing pages. We set our sights on a very niche B2B target audience in order to “look big” without spending big. All this was accomplished while communicating the “soul” of Ciena and taking the brand story below ‘the line’, supporting the brand promise with proof in the form of thought-leadership and tactical content.

Highlights: Continual optimization exceeded campaign expectations against all benchmarks (engagement, conversion, leads, etc.)

• Banner click-through was 50% above the industry average
• We delivered almost 5x the targeted pageviews, resulting in 3000 MQLs
• Significant pipeline