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TP-Link - Standing out in a crowded industry

Jargon PR has worked with TP-Link to raise brand awareness through a content-led and media relations campaign, that amplifies TP-Link's presence across the consumer tech, B2B and networking industries. This case study shows the campaign highlights for 2020.

PROJECTS
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//TP-Link – Standing out in a crowded industry

Background

TP-Link is a global provider of reliable networking devices and accessories, involved in all aspects of everyday life. The company has consistently been ranked by analyst firm IDC as the No. 1 provider of WLAN products, supplying more than 170 countries and serving billions of people worldwide.
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TP-Link - Standing out in a crowded industry

  • Duration : 12 months
  • Client : TP-Link
  • Sector : Consumer
  • Region : UK
Objectives

- Launch latest smart home and networking products to consumers, retailers and the channel
- Maintain strong TP-Link presence in the press when new products aren’t available
- Build an engaged community via social platforms actively engaging with key partners and ecommerce customers
- Grow TP-Link's social media platforms whilst driving link clicks for product pages to drive sales
- Capitalise on opportunities in lifestyle press for smart home and networking placements

Services used

- Content Creation
- Media Relations
- Social media
- Awards
- Trade Show Support
- PR Consultation

Strategy & Execution

- Reviews: dominate the media with top tier coverage showcasing TP-Link’s products and the technology behind them
- News: generate awareness of TP-Link’s latest product launches
- Thought Leadership: dominate the industry with unique and insightful content
- Event Support: secure media briefings with key industry press and trade shows
- Social Media: grow TP-Link’s online profile and increase engagement between consumers, key partners, and the brand

Results

Awareness
- Increased industry awareness of TP-Link’s announcements of new smart lighting, cameras, and plugs through media relations and product reviews

Earned media coverage
- Coverage achieved in national publications and top tier consumer technology media including 20 mentions in T3 and three mentions in Wired

Social media
- 1,000,000+ impressions on Twitter
- 30% increase in Twitter followers
- 14% increase in Facebook followers
- Tripled average engagement rate

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