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CATEGORY 3:
Sponsored by
Best use of email
WINNER: Juniper Networks
AGENCY: BASE ONE CAMPAIGN: ‘JUNOS SOFTWARE’
I
n the summer of 2008, Juniper amongst technical audiences. The launch
Networks undertook a big challenge – of Junos was also announced with a
to take rival Cisco head-on by offering printed DM and email campaign.
faster, more reliable and less expensive The first email, inviting Junos users to
technology. The IT solutions provider register on J-Central, generated 600
knew that it couldn’t outdo the market responses. Due to the viral effect of the
leader, but did know that it could build on activity, J-Central now has more than
its small but loyal customer base, and 10,000 active users, including many who
make Cisco users consider what they predominantly use Cisco equipment. An
might be missing. additional effect of the campaign has seen
A campaign was devised to promote it double the number of certified Junos
Juniper’s core offering: Junos, which is a technicians amongst Juniper’s most
single operating system that integrates significant customers. Work is also now
routing, switching and security services. underway to create a parallel J-Central
Network engineers wanting to become resource for resellers.
more effective in their work, or who were “I do not believe Juniper has ever run
seeking an overview of Junos as an a more successful campaign in its
alternative to Cisco, were considered history,” says Sarah Wright, enterprise
primary targets. Because the target programme manager EMEA at Juniper.
market was IT specialists, an email and “From an initial database of 2000
online strategy was deemed the perfect contacts, we now have a vibrant and
way to reach them. active community of over 10,000 users
Juniper used its existing customer base already provided. Before long, J-Central worldwide.
to market Junos. It put together a was buzzing with activity. “We have seen an emormous viral and
microsite, dubbed ‘J-Central’, which Alongside the building of the microsite, social effect from the campaign with the
delivered videocasts complete with an ongoing email campaign was website, mailing pieces and offers
presentations, application sharing and implemented to inform Junos customers, appearing on blog sites, Linked In groups,
interactive Q&A sessions each month with and curious Cisco users, of what was Twitter feeds and just being forwarded by
Junos experts. In addition, a remote lab happening at J-Central. The emails colleagues and friends without us having
was built, providing targeted accounts promoted the site’s various sections and to do anything at all.”
with exclusive access to Juniper things like upcoming live events. In
technology so that they could try before addition, there were some more attention
buying. User interaction and feedback grabbing email campaigns, such as one
was encouraged throughout, adding user offering free copies of a Junos networking
generated content to the information book known as the networking ‘bible’
RUNNER UP: Interlink Express / Interlink Direct
CAMPAIGN: ‘THE EASIEST WAY TO SHIP ONLINE’
I
nterlink Direct was a new online parcel To encourage people to trial the service, a
carrier service, aimed at SMEs with less £5 off incentive was promoted to first time
than three employees and ad hoc visitors to the site.
shippers. Parent company La Poste – the Internally, opportunities were also
second largest postal group in Europe – explored within Geopost, the umbrella
needed to quickly create brand awareness brand for Interlink Express and DPD.
amongst its target audience and launch the Employees and their families and friends
product to its existing customer base. Its were offered £5 off every time they sent a
aim was to achieve revenue of £2 million in parcel with Interlink Direct. Following the
its first year. success of this an email campaign was
Email promotion was at the centre of an launched to the top 100 customers of
integrated launch campaign, as it was Interlink Express and DPD, offering their
decided that the target audience would employees £5 every time they sent a parcel
respond best to this type of activity given with Interlink Direct.
that the product offering was an online one. Within six months of launch, Interlink
More than 30 different email campaigns, Direct had generated £1.5 million worth of
sent to more than one million email revenue and within 10 months had more
addresses, were run over the launch period. than 35,000 customers.
B2B Marketing Awards 2009 - www.b2bmarketingawards.co.uk
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