VIAVI
The Brief
Following the acquisition of Cobham Wireless’ Test & Measurement business, network test and measurement solution VIAVI was stepping into a new chapter - expanding its 5G capabilities, while entering highly specialised sectors like military, public safety, and avionics. The communications challenge was twofold: retain authority in telecoms, and build credibility in industries where trust and technical rigour are non-negotiable.
The Insight
Entering high-stakes sectors, VIAVI needed to demonstrate deep technical expertise to build credibility with new audiences, and reassure Cobham Wireless customers that the transition brought continuity and authority,
The Strategy
Babel built a high-impact content marketing engine, centred on insight-led, technically robust content that deepened engagement and fuelled pipeline growth. Whitepapers on next-gen network tech — from O-RAN and 6G to non-terrestrial networks — were designed for lead capture and turned into modular content packages for multi-channel amplification across social and owned platforms. The result: targeted, consistent storytelling that reached CSPs, defence stakeholders, and new industry influencers.
The Impact
VIAVI retained and elevated its leadership in the wireless space. Content downloads and engagement hit record highs, supporting marketing and sales conversion. Across its newly expanded portfolio, VIAVI built trust and relevance in sectors where credibility is everything.
