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How Stein IAS and Wongdoody supercharged Juniper ’brand campaign


By Awards Analyst, writer

December 5, 2022 | 4 min read

Stein IAS and Wongdoody won at The Drum Awards for B2B 2022 in the Best B2B Brand Campaign award for its ’performance with personality’ campaign for Juniper Network. Here’s how.

Juniper Networks used humour to catch up with and surpass their larger network competitors

Juniper Networks used humour to catch up with and surpass their larger network competitors

Juniper Network is used to working smart and agile in the shadow of some of its larger competitors and has historically concentrated on solutions marketing rather than brand marketing. But all that's changing - and it required a winning brand campaign to launch.

The brief

With the market for infrastructure set to grow, Juniper saw the opportunity to step up and challenge its category and competitors. It set out to challenge IT leaders and teams to imagine that they could do more – ’much more’ – with Juniper as their network partner.

The company needed to lift brand familiarity and consideration to make its performance marketing that much more efficient and effective. Most of all, it needed to establish Juniper as the brand that sets itself apart with a driven,

challenger mindset – the brand IT decision-makers can rely on to do more through its radically evolved technology that enables its partners to do much more.

Hear what the winners had to say about their award-winning work above.

The idea

Many of Juniper’s competitors lean heavily into the ‘network performance message’ territory. To make an impact, Juniper had to find the creative territory overlooked by its competitors in particular and the B2B tech crowd genera. It’s no surprise that the wide-open creative brand space in the often faceless, corporate big-tech world is personality.

The teams decided that the best way to present an unsettling truth while breaking through and building brand likeability is through humor. And so, Juniper Networks’ Demand More brand campaign boldly leaned into humor as the best way to highlight the deficits of competitors and their legacy systems while bringing out the brand’s true personality.

It also shifted its media mix, in order to ensure that the message landed with the right people, in addition to implementing a video-first brand platform across linear, OTT and OLV to elevate brand awareness and familiarity. Integrated packages with CNN and Sky Sports provided concentrated coverage in priority markets as well.

The results

By bringing a personality-led approach to an often impersonal area of marketing, Juniper saw 35 million TV impressions, with a 69% uplift in brand consideration, and a 74% increase in brand sentiment. In terms of practical and tangible outcomes, the company saw 26% increase in website traffic and a 73% increase in demand conversion rates.

The whole campaign – orchestrated by Stein IAS and Wongdoody – proved the power of personality.

This campaign was a winner at The Drum B2B Awards 2022. The full list of winners can be found here.

The Drum Awards for Marketing are currently open for entry. Find out how you can enter now.

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