While Ciena was well-known in the trade media, it had struggled to get visibility with a business press audience, and found its solutions were little understood by tier one journalists. It selected Babel to deliver a campaign designed to exclusively drive engagement with international business and national media, adapting technical company messaging for a mainstream audience.
Babel developed compelling thought leadership content on issues such as cloud gaming, video streaming and 5G, all of which are being written about heavily by international media. By aligning the company’s voice with these issues, Babel was able to show the applicability of Ciena’s technology and highlight the challenges it solves.
In the space of just a few months, Babel secured coverage in Reuters, New York Times, IBTimes, Daily Mail, following a well-timed issues jumps. This coverage was syndicated resulting in over 100 pieces of media coverage, quickly putting Ciena in front of its target audience. Through aligning Ciena’s brand with cloud gaming, Babel was also able to secure podcast with Bloomberg; a first for the company.