LINKSYS
The Brief
With its consumer reputation well established, WiFi leader Linksys set its sights on the UK’s alt-net market - independent, full-fibre broadband providers fuelling the country’s ‘Gigabit Britain’ ambitions. Babel was engaged for a three-month B2B project to support the launch of Linksys’ WiFi 6 product suite to this highly specialised audience of the UK altnet market.
The Insight
Altnets are driven by technical credibility and long-term value, but are bombarded with me-too vendor messaging. To cut through, Linksys needed to go beyond product specs and reposition around what really matters to this audience: enabling end-user satisfaction, reducing churn, and maximising FTTH investment ROI. Linksys needed a story rooted in outcomes, not just tech capabilities.
The Strategy
We developed a clear, insight-led messaging framework aligning WiFi 6 with alt-net priorities - focusing on whole-home reliability, seamless mesh performance, and Linksys’ ability to enhance the Gigabit experience at the customer edge. This strategic narrative was activated through a high-impact press launch, thought leadership content, and direct briefings with top-tier UK telecoms media.
The Impact
The campaign delivered immediate cut-through, with coverage across key UK telecoms outlets and increased visibility through owned and earned channels. Linksys saw a measurable uplift in engagement and briefings, educating the marketing on its ISP proposition. .
