Got a Need for Speed?
The WiFi Network market is highly competitive as it is constantly crowded with different offerings and marketing campaigns from other brands. To cut through the noise and expand its reach in the market, we saw an opportunity to tap into the eSports segment targeting gamers as well as the WFH SMBs to promote Aruba's hassle-free WiFi Network solution that has strong coverage, easy setup process and lighting fast speed.
We developed a digital strategy leveraging Google Ads, two different tech media publishers; one in Malay and another in Chinese, as well as a video campaign with esports influencers. Each channel has a different targeting strategy; Google Ads and sponsored articles on tech media publishers for broad awareness while esport influencer marketing is on expanding new potential markets for enhanced conversion rate.
Within 3 months, the campaign has achieved a significant increase in impressions and traffic to their website leading in higher conversions for their brand. Moreover, the influencer marketing campaign also resulted in Aruba reaching out to a new group of audiences in the eSports segment, expanding the reach and creating a new database for future campaigns.