How persona-led content drove 39,609 microsite visits for CommScope RUCKUS Cloud
The challenge
CommScope needed awareness and pipeline for RUCKUS Cloud, its AI-enabled network-management platform, among a narrow, technical B2B audience. The RUCKUS team wanted the kind of integrated, persona-based campaign that consumer brands use to deliver meaning and value, not another spec-sheet blast.
The problem with the usual approach was reach. One generic message would land with none of the distinct buyers who each cared about a different part of the product.
Content built around the buyer
We tailored the messaging and creative to each persona's pain points, then gave the campaign a home worth visiting: RUCKUS Cloud's Eye View, a parallax microsite built for a high degree of interactivity, made to capture, inform and persuade business users rather than talk at them.
Around it ran a coordinated paid programme on Facebook and LinkedIn, split into prospecting, retargeting and nurturing so each persona moved through the funnel on content pitched at where they actually were.
The Results
Reach that turned into pipeline
Campaign Assets
The Creative Work