Summary of the marketing challenge, methodology, insight discovered, creative execution and business impact.
Juniper found it difficult to sustain attention as a little-known entrant in Enterprise Networking, a new market adjacent to its core business. Worse, competitors made promises they couldn't possibly keep, swept away in the general hype surrounding AI automation, threatening to dissuade a generation of buyers from products where Juniper held an acknowledged lead.
Through focus groups supported by quantitative work, Juniper observed the tension in the consumer set of both alertness to the promise of AI, and suspicion of grossly inflated industry claims.
Pet rock notwithstanding,...