TP-Link

The Creation of a Market-Leading Lifestyle Brand

Pan European social, SEM and PR.

TP-Link is the world’s largest connected device maker, award-winning smart home and IoT brand, available online and through retailers including Argos, Asda, Currys PC World, and Maplin.

Challenge

Build TP-Link into a lifestyle brand and cement its reputation as the world’s #1 Wi-Fi and smart home choice.

Solution

Using Honey’s RAISE (Reviews, Awards, Influencers, Stories, Experiences) approach, Honey created a social-creative programme that generated hundreds of positive reviews and dozens of product placements that led to social sales conversations for TP-Link products in mainstream and specialist lifestyle, technology and business media.

Thanks to a continuous loop of insight the “always on” social programme delivered increased reach and engagement. This was supplemented by event and product launch campaigns underpinned by organic and social advertising content.  

In addition to running the TP-Link press office, social calendar and media schedule, Honey oversaw community and customer service management of channels including @TP-LinkUK, @TP-LinkGaming, and TP-Link UK Facebook. 

Results

Honey’s “One Team” approach to integrated PR, community management, content creation and social advertising, saw results leap every quarter. In less than two years Honey took TP-Link from the shadows as a B2B grey box manufacturer to mainstream consumer brand.

Across eight quarters, Honey’s RAISE programme delivered millions of impressions, thousands of new followers on social, triple-digit reach growth, and double-digit engagement.

  • 1.1 million Twitter quarterly impressions
  • Grew Facebook community to 825,783
  • 20% Facebook engagement
  • 37,000 online quarterly brand mentions
  • 42 Award Wins
  • 100% CRM response rate
  • 260 responses resolved each month

All of which led to a tangible impact on sales, and TP-Link became the recognised brand leader in multiple product classes.

“Honey has taken TP-Link UK from a predominantly B2B brand to be a regular in lifestyle media and in our social communities. Honey demonstrates a perceptive and dynamic approach to getting results.”

 Emma Lattimer, Marketing Manager, TP-Link