Juniper Networks: Demand more

Objective

In an IT arena dominated by the biggest names in tech, Juniper realized the need to compete at the brand level as well as demand. It needed to lift brand familiarity and consideration to make its demand marketing more efficient and effective.

Solution

Juniper boldly stepped into the arena of multi-channel brand marketing, investing for the first time in broadcast advertising and prestige sponsorship while doubling down on its comprehensive digital and social media approaches, maximizing impact on both top-of-funnel brand metrics and lower-funnel performance.

The mix included F1 sponsorship, CTV/linear TV, DOOH/OOH, radio, video ads, endemic and business media, programmatic, paid social (LinkedIn, Facebook), paid search — a B2B brand-to-demand blend that delivered industry-leading results.

Results

Juniper increased enterprise revenue by 51% between June 1, 2022 and September 30, 2023, up from just 4% in 2021. Brand consideration increased by 69% and brand sentiment improved by 74%. Digital campaign elements also performed very well, increasing website traffic by 26% and improving demand conversion rates by 73%. Of note, Juniper saw an attendant 43.5% increase in its share value, based on successful entry into the enterprise networking space.