Category Strategy & Video Production
When Plume hired us in 2019, they had already created a powerful solution for home networks that used IoT devices to make WiFi smarter, faster and safer, but they were struggling to show the world that they were more than just another mesh WiFi company. We helped them design and dominate the Smart Home Services category, and today they serve 22 Million homes globally—and are valued at $1.35 Billion.
Like many of our clients, Plume was a big fish in the wrong pond. They had a groundbreaking product and a grand vision to match, but they were stuck competing with mesh WiFi companies. It was immediately clear that Plume had the makings of something much larger—the trick was figuring out how to tell that larger story to the world.
In creating their innovative cloud based WiFi solution, Plume did two pretty incredible things at once. They harnessed the intelligence of IoT devices to actually improve the speed and security of the home WiFi, and they gave ISPs the ability to see inside their customers’ networks, so they could deliver vastly superior service without sending a truck. But this created a unique challenge for their positioning: how to speak to both audiences at once.
It was clear that ISPs were the bigger play, but to land ISPs Plume also had to make themselves attractive to consumers—the end users ISPs needed to please. We wrote a category strategy that appealed to both, laddering the needs of these distinct customer groups back to the Smart Home Services category. We then designed UX for plume.com that would serve both groups.
To help get this story out in the world, we wrote and directed a comedic spot based on our strategy to show consumers the power of Smart Home Services—Advanced IoT Protection.
Within two years of our engagement, Plume went on to create and dominate the Smart Home Services category, raised over $355 Million in funding, and today they’re valued at $1.35 Billion. Meanwhile, their biggest former competitor—and the leader of the mesh WiFi category—sold for an underwhelming $150 Million.