A HIGH ENERGY PARTNERSHIP
We partnered with one of the top humor influencers in the world to develop content that delivered our messages in the most entertaining way possible.
Scope of Work
Spectrum is a connectivity company that offers best-in-class internet and mobile services. While they have high customer satisfaction metrics, the sentiment across social media didn’t match. We needed to change the narrative in the space, increase brand affinity, communicate about the leading technology, and impact purchase intent. We found the perfect creator in Danielle Labelle to help engage the masses and developed a multi-year strategic partnership between him and Spectrum.
DETAILS
Client
Spectrum
Deliverables
- Influencer Marketing Campaign Development
THE CHALLENGE
Reach a younger audience (age 18-34) in an authentic and relatable way and solidify Spectrum's position as provider of choice.
THE STRATEGY
Our strategy was to authentically connect Spectrum’s brand and products to audiences in engaging, relatable and humorous ways.
To do that we partnered with a well-known influencer who held a lot of credibility with their audience in order for us to authentically reach and resonate with new audiences.
Daniel Labelle’s unique brand of physical comedy was the perfect style to carry our message-engaging, epic, and relevant.
0+
Views0+
LikesPeople don’t hate advertising.
They hate boring advertising.
And Daniel delivered content that people loved–
it just happened to be an ad too.
84% of those exposed to the content gave it a or , while finding it to be engaging, informative, and highly original.
ever made in the history of the
internet. I want more ads if they
all can be like that. - @manonjulie2020
THE IMPACT
We undertook a brand impact and content analysis study by exposing people to the content and a control group that did not view the content.
We saw an increase of 11 percentage points in Brand Familiarity and 10 points for Brand Affinity
Brand affinity and familiarity increased for Spectrum while decreasing for competitors
AFFINITY
FAMILIARITY
The campaign succeeded in meeting its objectives. Sentiment across the comments was overwhelmingly positive.
And the Spectrum brand is being seen in a new light by a whole new audience.