My team and I tackled the cord-cutting trend by positioning the company as both a cable and internet provider. We knew we needed to connect with customers who were shifting away from traditional cable, so we built a campaign around authentic, user-generated content—literally sourcing photos and videos from employees’ friends and family. The collage-style creative felt real and reflected how people actually binge content.
We produced multiple fast-paced spots and used A/B testing on Facebook ads to find our star. A girl playing guitar consistently drove the most engagement over a stock image of girl dressed as a superhero. “Guitar Girl” became the face of the campaign across digital and print that quarter. The results were strong, and the approach proved that sometimes the best talent isn’t in a casting database—it’s right in front of you.
For additional commercial spots, please go to my YouTube page.
Cable ONE DRTV “Value/Amp up your Internet” campaign, 2016
The campaign was created “video first” instead of print first, but that and and A/B testing online helped inform the content of the print pieces in the campaign and carry it through to digital advertising.
Shared Mail and Postcard
The following pieces show the Testing we did between a colleague’s daughter playing the guitar and a stock image of a girl dressed like a superhero.
Direct Mail Campaign
Rotator Banners
