The document outlines a marketing campaign by Belkin to change perceptions about wireless routers and promote their abilities. It targets "Explorers" who are always looking for new technology to enhance their lives. The tiered communication plan includes social media features on sites like Fader TV, a partnership with Pitchfork for their "Year in Music" coverage, custom sponsorships, and pause interstitials on video players. The goals are to get 84.1 million impressions and drive 134,143 people to landing pages. Results would be monitored based on click rates, bounce rates, social media followers, and retail referrals.

1. UNLEASH YOUR
NETWORK
Brief Campaign Summary 3/22/11

2. OUR TARGET Target:
Explorers want to get the most out of life, and their technology is one way
they make that happen.
Challenge: Most people don’t know what a router
can do to enhance their technology. Thus, when - Has all of the gadgets from a smart phone to game system.
people talk about routers, it’s focused around the
failures or frustrations that they’re having with their - Trust experts on what adds the greatest amount of value to their lives.
Shelf-talker type only application
wireless routers.
- “Geek” factor is also part of their “cool” factor.
Objective: Change the conversation surrounding
- Excited about technology’s ability to enhance their passions from music
routers, focusing on the Belkin Wireless router’s
to gaming to photography.
ability to make your Wi-Fi- enabled devices
function better.
- They’re always on the lookout for the next cool new technology.
- The inner workings of the technology isn’t what gets them going, it’s
what that technology does for them.
TIERED COMMUNICATION PLAN
S Explorer
O and Video S
C
I
Sites E
A A
L R
M
E
C
D H
I Research
A

3. BEYOND THE BANNER
– Fader TV: “Explorers presented by Belkin” Feature
• Eight original short films featuring original thinkers, artists,
musicians, designers and more
• Supporting communication on social media channels
• Site skin
• Belkin banners and co-branded banners
– Year in Music Exclusive Partnership
• Looks back on the best albums, songs and videos of 2010–
Pitchfork’s most popular editorial piece of the year
– Year in Music Promotions (12/6 to 12/14)
• Co-branded units promoting the feature
• Home page takeover
– Year in Music Feature (12/13 to 12/25)
• Year in Music Landing Page
– Custom Belkin skin around Year in Music videos
• Year in Music Landing Page and Content Pages
– ROS Tandem Takeover 952x125 + 300x600
– Custom in-show sponsorships (i.e., product placement)
• Techzilla
& • Tom’s Top 5
– Homepage skin
– Video Player Pause Interstitial
• High-impact ad wraps around minimized
video when video is paused
• Includes 300x250 and 300x60 companion
ads

4. CAMPAIGN RESULTS
BANNER PERFORMANCE
Gross Impressions: Landing Page Visits: Retailer Referrals
84.1 Million 134,143 23,340
KPI’S FOR THE CAMPAIGN
Cumulative Click Rates* Bounce Rate
0.20%
Paid Media
Earned Media
68% 4,642 Likers/
<60% 4000 Likers/ Followers
Followers
Campaign
0.04% Target
Belkin Total
Retail/ Belkin Target Bounce Belkin
Consumer Networking rate Networking
Electronics Campaign Bounce Rate
Standard