Juniper Networks: The NOW Way to Network

Objective

Juniper Networks had previously capitalized on its first-mover status in AI-driven networking, but the landscape was becoming increasingly competitive. We needed to build on the success of its initial brand campaign and develop a unified brand-to-demand experience (BDX) approach, pulling brand-level creative through to full-funnel campaign activity to increase brand salience and demand.

Solution

“The NOW Way to Network” — a campaign fronted by Mad Men star Christina Hendricks — delivered a sharp and relatable message that made clear that only Juniper’s AI-driven networking solutions are able to meet businesses’ constant need for speed in the here and now — from high-speed performance to immediate resolutions to problems. This was a stark contrast to category leaders including Cisco and HPE that could only make vague promises for AI-enabled solutions “down the road.”

Humor and celebrity gave the creative a fresh, exciting feel that grabbed attention and gave the campaign a credible edge — while illustrating the elated experiences that “The NOW Way to Network” gives to IT professionals, who can finally catch up to their organizations’ networking needs.

To establish the optimal BDX journey, we developed detailed journeys for key buying groups. These informed a full-funnel, brand-to-demand campaign that ensured the right messaging and content were delivered at the right moment at each stage to lead buyers forward — from brand salience to thought leadership to demand generation to sales enablement — driving strong engagement and even stronger pipeline

Results

Our creatively energized, unified brand-to-demand approach effectively linked brand awareness to demand generation, accelerating Juniper’s growth and solidifying its position in the competitive enterprise networking market — as “The NOW Way to Network.”