Building off of the video series that I pitched earlier in the year, WAV wanted to do something to promote the videos and build more awareness to hopefully attract more funding in 2023 for the series. They knew they wanted more eyeballs on the video, but did not have much plan past that. I was able to convince the team that building a small site to house the videos would be the best route and allowed for more ways to engage with customers and prospects.
I started by purchasing a separate domain for the campaign so that we could have an easy destination to promote on different platforms. By housing the videos on a website, I was able to introduce the people from the video as well as the products being used which link directly to the eCommerce product page of the client. Having the additional context for each episode was great, but the real star for engagement was adding the "Submit Your Myth" section. This allowed viewers to submit their opinion on a wireless myth and how they're dealing with it in their network. As for the paid-media promotion, I decided on Facebook and Reddit as platforms. I was able to leverage a few, very niche audiences within Reddit and targeted a broader group on Facebook.
Beyond just the buzz it created within the Channel, both Cambium and WAV have been leveraging it in their sales pitches and marketing efforts with great feedback. The small niche of Wireless Internet Service Providers responded well to the series and the website quickly racked up traffic and more importantly, traffic to the product pages where customers and prospect could purchase. WAV reported great numbers on their domain after the website and paid promotion launched with "time on page" and "pages per session" growing over 200% compared to their typical traffic.
