AT&T decided to lay that overwhelming challenge on an unlikely hero: Owen. Owen would become the face of myAT&T and function like a tech-savvy friend who’s always happy to help when you have a question. Everything about him — from his casual cardigan to his slightly messy hair and easygoing sense of humor — was designed to be approachable, friendly, and endearing. The creative execution covered a lot of ground, but centered on Owen meeting new friends and convincing them to use myAT&T instead of calling customer service. And every touchpoint drove the audience directly to the app with super clear instructions. Because the road to 80% digital adoption and happy, loyal customers starts close to home, with Owen leading the way.

AT&T launched more than 30 Owen videos on YouTube to kick things off. The campaign was then expanded through paid display, Facebook and Twitter video posts, Facebook and Twitter static newsfeed and right-hand-rail ads, placements on AT&T’s internal and external websites, AT&T email campaigns, U-verse TV commercials, in-store video loops, and paid search results. The campaign launched in late July 2015 and is still in market. All told, it’s seen about one billion impressions across all platforms and placements.

Once people see Owen, they’re 20% more likely to use myAT&T, and so far, the campaign can take credit for historically high login rates — more than two million additional logins and counting. The campaign has also pushed a 29% lift in positive sentiment for myAT&T, and an 18% lift in average monthly app downloads. And the Net Promoter Score rank of AT&T versus other carriers, in key customer-experience categories, improved by an average of 2 spots to #1. All of this means that more people are using and appreciating myAT&T, and growing happier with the carrier. Great for keeping them around, and critical for meeting AT&T’s goal of 80% digital adoption by 2020.