Ring

Full-service marketing partnership with Ring

Beacon

Marketing strategy

Content strategy

The challenge

Since expanding beyond video doorbells into a full home security ecosystem, Ring needed consistent, high-quality marketing support across multiple markets, audiences, and channels

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The brief covered a wide scope. Drive awareness in retail. Support installers and wholesalers. Increase engagement with the Ring Professional Programme. Deliver campaigns that perform during peak retail periods. Maintain strong relationships with partners across Europe.

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Each activity needed to work on its own, but also fit into a wider strategy. Campaigns had to land quickly, stay on brand, and deliver measurable results.

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The solution

Since 2019, Beacon has acted as a full-service marketing partner to Ring across Europe, delivering joined-up campaigns that connect retail, trade and digital audiences.

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Retail and seasonal campaigns
We design and roll out in-store and point-of-sale campaigns for major retailers including Harrods, John Lewis and Argos. This includes artwork, messaging, and full asset suites for key trading periods such as Black Friday and Christmas.

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Alongside this, we create and deliver seasonal branded gift campaigns across Europe. From concept to fulfilment, we manage hundreds of curated gift boxes for retailers, partners, and internal teams across more than 15 countries.

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Ring Professional Programme growth
Since 2021, we have supported the growth of the Ring Professional Programme through campaign strategy, creative and delivery.

We produce training content, incentives, email campaigns and social media activity designed to attract and retain installers. We also create branded merchandise and promotional tools that keep the programme front of mind across trade audiences.

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Experiential and event marketing
To engage installers directly, we developed and delivered the Ring Pro Roadshow. This included a nationwide series of live events hosted at wholesale branches and industry shows such as Elex Show. We handled the full process. Event strategy, location sourcing, stand design, logistics, and on-site delivery. To drive engagement, we introduced a gamified installation challenge with a live leaderboard and competition mechanic. This created a strong draw on the day and encouraged programme sign-ups.

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Influencer and digital campaigns
We extended reach through influencer marketing by partnering with Nick Bundy. We developed and delivered a multi-channel campaign built around a festive giveaway. This included video content, email marketing, paid and organic social, and radio advertising on Fix Radio. We worked closely with all stakeholders to align messaging while keeping the content natural for the audience.

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“It’s great. Absolutely amazing job Beacon putting it all together.”
“This is why I love working with Beacon, you just get it”
— Claudia Fellerman, Head of Communications, Ring

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“Big thanks to you all for your incredible professionalism and patience.”
— John Niebel, Lead Evangelist, Ring

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“I was very impressed by the execution of our end of year campaign managed by Beacon… it was also managed to great execution working with different stakeholders within our company as well as externally.”
— Fenna Veulings, B2B Channel Marketing Manager (Europe), Ring