Back in 2018, CommScope RUCKUS was looking to generate more business around their software based network management app, Cloud Wi-Fi. Along with a 90-Day trial of the application, RUCKUS was also offering a free access point that could be used to test the software and see what it is capable of.
Their existing landing page needed a lot of work if was going to be a frictionless experience for users. Typical of larger corporations, the red tape was too thick to get a redesign through so we needed a solution. I opted to create an entirely new domain for the program and developed a cleaner landing page that simplified the messaging and got straight to the point. I relied heavily on paid media to drive traffic to the page leveraging Facebook, LinkedIn, GoogleAds, AdRoll, and Reddit. Unfortunately, I was not given too much liberty with the design aspects of the campaign due to the strict brand policies but it did lead me to one of my great sayings, "ugly converts." If the messaging resonates and the product is worth-while, then no matter how bad it looks, people are going to want it.
The campaign was a massive success with over 500 qualified leads generated in only 3 months. The lead volume was so high that RUCKUS actually wanted us to slow down because their sales team could not keep up. Fearing we'd lose the momentum of the campaign if we turned it off or slowed it down, I created a 5 message email drip sequence that could be used to walk prospects through setting up the product, the different features users could explore, and most importantly keeping them engaged until a sales rep could reach out. When it was all said and done the campaign delivered over 10 million impressions, generated 400 net new prospects for RUCKUS, and anchored them as a huge player in the managed Wi-Fi space even to this day.
