Historically, D-Link has been a B2B networking tech company. More recently they’ve widened their consumer offering, with major retailers now stocking their products – including routers, home security and monitoring, as well as home automation. So over the last 18 months, our challenge has been to position them as a leading consumer brand.
We’ve worked with D-Link on brand direction, tone of voice, messaging, campaigns and social activity. As well as leading the brand’s creative direction, we develop toolkits for the European market to follow and adapt locally.
To mirror their push into this new market, our approach has been lifestyle led. We keep a strong focus on emotional and lifestyle benefits. This allows us to showcase the problems the products solve (rather than highlighting technical specs that mean little to most people).
On the social side, we initially refined their strategy and personality (re-aligning this with their consumer brand aspirations), and created a consistent look and feel. Now we continually monitor their social channels to increase engagement, refine their messaging and attract new followers.
In addition, we’ve worked on a website refresh, online journeys, web design of B2B tools and portals microsites and other digital comms.