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

The Situation

SD-WAN was a crowded market in 2021. A lot of vendors were saying similar things about speed, reliability, and cost. When Lumen rebranded one of its SD-WAN solutions as Hyper-WAN, the real work was making decision-makers feel the problem clearly enough to act.

The Accenture Song team conceived and built the entire campaign in-house. There was no client brief to execute on, just a performance-based agreement. Lumen would pay if the campaign hit its lead-generation targets. We said yes.

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).

The Solution

The narrative started with what businesses were dealing with then: latency, unexpected app shutdowns, limited bandwidth, network administrators buried in policy changes while cloud adoption accelerated. Workforces were also moving outside the corporate network. Employees were connecting from home over residential broadband to applications that traditional WAN was never designed to support.

Working from briefs developed by the in-house content strategist, I wrote across a full content ecosystem anchored by a core eBook introducing Hyper-WAN. My work also included landing pages, nurture emails, datasheets, display ads, a use case guide, webinar slides, a resource hub, and paid media keyword alignment. Each piece needed a consistent narrative voice and a clear job to do in the buyer journey.

The Outcome

The campaign exceeded its targets, and Lumen continued as a paying client.

• 345% increase in campaign performance

• 2,169% increase in landing page traffic

In a commoditized market, a strong narrative starts with the buyer's reality: what they're struggling with, what they don't yet understand, and why the status quo is costing them. That's what gives a rebrand traction.

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.