345% Growth From a Rebrand Campaign: Lumen Hyper-WAN

I write content that clarifies highly complex solutions, builds trust, and generates leads for technology companies. This case study illustrates how I work and what I do for clients. It covers a campaign for Lumen that I worked on while I was with Yesler B2B marketing agency. Today, Yesler is part of Accenture Song, where I worked for two years after Yesler's acquisition.

The campaign team published the content, and we had to track performance for the client, so this was a rare instance where we were able to get performance metrics.

The Situation

In 2019, our creative team at Yesler B2B marketing agency took on the campaign with a performance-based agreement: Lumen would provide legal review, and if we met or exceeded our lead-gen targets, the work would be paid for. We said yes. And we delivered, exceeding expectations, according to performance data tracked by the Yesler marketing team.

The Challenge

As part of a larger portfolio refresh, Lumen was rebranding one of its SD-WAN solutions as “Hyper-WAN.” They needed a campaign that could position the new name clearly, differentiate the product in a crowded space, and generate qualified leads (all on a fast timeline of three months).

My Role

Working closely with the campaign team, I wrote the core eBook introducing Hyper-WAN, plus the supporting copy: landing page, nurture emails, ads, datasheets, and resource hub content.

The Outcome

We hit our goals, and then some:

• 345% increase in campaign performance

• 2,169% increase in landing page traffic

The eBook anchored the campaign and served as a successful gated asset for driving visibility and leads during the campaign period.

Why It Worked

By creating clear, well-structured messaging, I helped give every piece a consistent voice and an engaging narrative to support the customer journey. This project is a great example of how thoughtful storytelling and cross-channel consistency can lead to real results, even when you're working on a tight timeline.

Conclusion
Clear messaging and strategic content can turn even a tight-timeline rebrand into a high-performing campaign. If you're planning a product launch or portfolio refresh and need a content writer who can jump in fast and deliver results, let’s connect.