Ubiqiuiti World Network National Ad Campaign
After speaking with many of our WISP customers, we discovered a consistent pattern. They were technically strong but struggled with marketing. When faced with the choice between hiring a marketer, a designer, or another technician, they almost always chose to hire a technician.
As head of marketing, I wanted to create a solution that would lift all boats. So I developed a campaign with both national air cover and a local execution layer built on shared assets. The WISPs would put skin in the game by covering the costs of the assets they wanted. The core creative remained the same, with only the logo and contact information swapped for each WISP.
This approach enabled an inexpensive national campaign that aired on DirecTV. The WISPs covered the cost of producing the localized assets, while we funded the design and national air cover. The result was a scalable, cooperative marketing model that individual WISPs could not have afforded on their own.
As the WISPs grew, their demand for Ubiquiti products increased. Many businesses were stabilized or saved entirely, and perhaps most importantly, the campaign helped WISPs clearly understand the value of marketing as a growth driver rather than a cost center.
