Ciena AI
The Brief
Ciena is a global networking systems and software company. When Ciena approached Babel, it was generating coverage in trade media, but it had struggled to generate visibility with a business press audience and found its solutions were little understood by tier-one journalists. It selected Babel to drive engagement with business and national media, needing an agency that could also help introduce its new product of solutions, called the ‘adaptive network’ to a mainstream audience.
The Insight
Babel developed Ciena’s messaging on mainstream issues such as cloud gaming, video streaming and 5G, and their reliance on high-performance networks that Ciena helps to create. By aligning the company’s voice with these mainstream issues, Babel had the license to start engaging with a broader range of media, outside of the trade press.
The Strategy
In just a few months, Babel secured coverage in Reuters, New York Times, IBTimes, and the Daily Mail (among others). This coverage was syndicated, resulting in over 100 pieces of media coverage, quickly putting Ciena in front of a mainstream audience. By aligning Ciena’s brand with cloud gaming, Babel also secured a podcast with Bloomberg; a first for the company. After nine months of running Ciena’s business press PR program, Babel was invited to also lead its US trade media program. Babel now runs the largest retained brief for Ciena, globally.
The Impact
