BACKGROUND

Spectrum One integrates the nation's fastest Internet, Advanced WiFi, and Unlimited Spectrum Mobile to deliver seamless, reliable, and secure online connectivity.

SITUATION

The client wanted a campaign that would both work for the acquisition of new customers as well as to upsell current Internet only customers to Spectrum One (making them also mobile customers).

OBJECTIVES

Primary Objective: Drive call volume, PSU sales and connects of Spectrum One by our AA target.

Secondary Objectives:

• Develop a campaign inspired by the vibrant musical heritage of this community.

• Leverage humor and AA trusted Influencers to enhance the relevance and credibility of Spectrum.

ASSIGNMENT PER BRIEF

Develop a Spectrum One campaign with influencer comedians lead talent that communicates with a relatable human approach, the value of each Spectrum One service for AA lifestyles and how each service can work as ONE to enhance the lives of the AA segment.

CONCEPT/IDEA: CONNECT WITH MUSIC

CREATIVE STRATEGY

Develop a music experience that connects with our AA target while communicating the benefits of Spectrum One and how it can

impact our target's lives for the better. Our campaign harnesses the power of music to connect us.

CREATIVE EXECUTION

The agency and Influencers (and AA spokesmen) Kevin and Tony collaborated to create a custom song for Spectrum One and produce "The One," a tongue-in-cheek music video about the company's industry-leading wireless connectivity package. "Kevin and

Tony have been producing hilarious content for our customers for several years, and their video 'The One' is another comedic classic,"

said the Vice President of Multicultural Marketing for Spectrum. "Who else but Kevin and Tony can find a way to rhyme 'fastest download speeds' with Advanced WiFi security'? Their funny, authentic, and distinctive content supports and celebrates the diverse

voices in the communities we serve."

DATA GATHERING

Clients and the agency collaborated in compiling third-party data and designing primary qualitative and quantitative research (surveys and focus groups) and analyzed results from previous campaigns for into all our key segments and utilized the research as a jumping point for the strategy.

TARGET

• AA 25-44

• Comedy, Entertainment and Music Fans (All Platforms)

• Tech-savvy consumers in multi-gen H.H.s.

• Avid digital video enthusiasts who over-index on smartphones, tablets, and streaming services.

RELEVANCE TO SOCIAL MEDIA

We leverage relatable community Influencers and well-known comedians Kevin Fredericks (KevOnStage), Tony Baker and Tahir Moore, who have strong target appeal, social impact (20M+ social followers), and align with the brand’s family orientation.

APPROACH

Develop a music experience that connects with our African American (AA) target while communicating the benefits of Spectrum One and how it can impact our target’s lives for the better.

EXECUTION/ACTIVATION:

• We created a song and music video that is performed by our comedic influencers with several versions (:15’s, :30’s, TikTok, etc. etc.)

• Videos and audio executions starting running on 6/7/23 (with teaser running first) through the end of September

• “The One” Music Video campaign across Digital channels

• Amplify exposure organic posts by Talent and Spectrum Social Media and Programming partners

• Sponsored KevOnStage and Tony Baker Comedy Tour and integrate Music Video within social media promotions

• The campaign kicked off with a :15 Teaser video promoted via social media.

• The 3-minute Music Video debuted on a landing page for Spectrum One, YouTube and the Social Media pages of our influencers

• We extended the “The One” Music Video campaign across Digital channels with :15 and :30 cuts in our key markets

• Sponsorship of KevOnStage and Tony Baker “The Bald Brothers Comedy Tour”, which includes playing “The One” Music Video and having our brand integrated within each comedy show and social posts promos.

• Amplification plan with short- and long-form placements across publishers:

o Non-skippable & skippable in-stream ads on YouTube; Test YouTube shorts

o Combination of boosted posts and in-stream placements within FB/Instagram

o TikTok placements with optimization to users most likely to engage with the video

• The campaign is built do increase positive sentiment in intended brand characteristics: Internet ‘Most reliable’; ‘Fastest speeds’; ‘Relevant, quality content’; ‘Cares about community’; ‘For people like me’; ‘Advanced technology’; ‘Honest pricing’ and ‘Best value.’

OUTCOME

The campaign increased sales and positive sentiment in intended brand characteristics.

KPI RESULTS

• Achieved 187 million social media impressions with a modest budget

• Organic metrics via (4) talent handles included: 272, 764 Organic Views, 19,959 Likes and 882 Comments

• Organic metrics for 3:00 video via (4) talent handles included 341,813 Organic Views, 21,313 Likes, and 1,883 Comments

• Viral #SpectrumOneChallenge had over 100 Million views on TikTok

SALES RESULTS IN KEY MARKETS

Note: Mobile sales are more significant as they include up-sells from existing internet-only customers.

Market ______________________AA Mobile Sales_________A.A. Internet Sales

Austin, TX______________________75%____________________22%

Dallas-Ft. Worth, TX______________116%___________________16%

Los Angeles, CA_________________84%____________________12%

Orlando, FL_____________________86%____________________4%

San Antonio, TX_________________81%____________________12%

Tampa, FL______________________96%____________________2%

Period: June to September 2023