How We Helped A WiFi Device Manufacturer Improve Their Market Reception
LEARN HOW WE HELPED A TECHNOLOGY COMPANY DISCOVER THE HUMAN SIDE OF INTERNET SPEED
TP-Link is a global provider of reliable networking devices and accessories involved in all aspects of everyday life. The company is consistently ranked by analyst firm IDC as the No. 1 provider of WiFi devices supplying distribution to more than 170 countries and serving billions of people worldwide.
As the connected lifestyle continues to evolve at a fast pace, TP-Link launched WiFi 6, a router that would exceed users’ expectations thanks to its new standard in Wi-Fi technology to improve speed efficiency and reduce congestion in heavy bandwidth scenarios. Compared to Wi-Fi 5, Wi-Fi 6 offers speed up to 40% higher and increases network efficiency by more than four times.
With more people depending on connectivity than ever before, especially when the global pandemic hit, users needed a seamless and effective connection for multiple activities under one roof. People working from home, studying, binge-watching or gaming couldn’t afford any interruption.
However, this wasn’t the only factor that we needed to understand. We identified that this is a competitive market whose players are very difficult to differentiate from one to another.
Their attributes, technology and speed mainly drive these brands’ segment. Still, we discovered there was a human element that would help us stand out from the competition and connect better with our audience.
We decided to represent these emotions in different scenarios in which TP-LINK WIFI 6 could play a significant role. We identified the most common barriers and situations that users face every time they experience a slow connection. This way, we collected people’s frustrations caused by a poor connection as they work from home, play video games or watch a movie online. Instead of speaking of the most repetitive attribute that the category always brings up, we decided to portray TP-Link WiFi 6 as the solution to avoid these negative emotions through the fast internet.
We went even further and spoke in the gamers’ language. We knew that for them, a poor online connection is worse than losing. Collectively we decided with TP-Link to go where gamers are: Reddit. This is a typical source that gamers frequently visit to ask questions, get answers and have different discussions about their favourite games. We couldn’t just show up as a regular ad; we needed to demonstrate in a very bold and honest way that we understand their frustration of a poor internet connection.
We also recommended TP-Link to have a landing site as an additional hub with a specific role: educate and sell. It was essential to have a place to walk users through the product’s attributes, use, and features. It was vital for us to have a place to explain all details of the product and its performance clearly and simply. This landing site helped us to display the product and explain the definition of what WiFi 6 means and why it would make a difference with their internet connection. Users also could learn and compare the differences between WiFi 6 and previous versions. This channel was also beneficial to drive consumers to finalize the transaction by adding a button that would drive them to purchase the product.
The campaign helped us obtain great results creating brand awareness and bringing traffic to the TP-Link website. We had a very successful launch and acquired a significant number of conversion rates across all platforms.
Our click-to-buy products average conversion was 10.59% (this is soft conversion, as it drives them to the Best Buy product page), which is very high compared to the average e-commerce conversion rate, only 2.27%.*
We set up the search campaign by grouping all keywords with the same context in shared ad groups (Gaming, Home, etc.) Since launching the new website, we also introduced the Gaming ad group. We have seen a successful performance in this segment, with almost double the conversion of "Home" with an 86% increase.
The campaign resulted in many conversions, which led to low cost per conversion and strong conversion rates.
“Metric’s knowledge was instrumental in getting our campaign setup to educate customers on Wi-Fi 6 technology, its benefits and solutions to everyday WiFi pain points they may experience. Their cooperation to revise and adjust as we moved through the campaign was invaluable and allowed us to tailor our needs as we went.
We look forward to continuing to work with Metric to help educate Canadians on improving their WiFi experience!”
Denise De Albuquerque,
Digital and Communications Marketing Specialist