Spectrum Residential

Driving response rates 3x the industry average.

In an industry plagued by consistently low customer-satisfaction ratings, we helped Spectrum break free from stereotypical messaging to achieve real, measurable growth. By moving beyond traditional DRTV, centered on speed and price, to human-centered storytelling, infused with humor, our campaigns generated response rates that were 3x the national average.

The challenge

Consumer satisfaction for cable and Internet providers consistently ranks at the bottom of the American Customer Satisfaction Index (ACSI), and the industry regularly scores below average in consumer trust. By continuing to focus their messaging on being “faster” and “cheaper,” Spectrum was unable to break free from the traditional Telecom stereotypes and unable to separate themselves from incumbent providers.

Insights

Consumers don’t remember prices and features; they remember stories that reflect their own lives.

The solution

We balanced traditional DRTV hard-sell tactics with human-centered storytelling and a touch of humor to demonstrate how our services added real and measurable value to our customers’ lives:

Established Spectrum’s role in the customers’ story — providing a solution for seamless streaming, enhanced entertainment, and an improved connected experience across devices

Infused relatable humor — breaking down skepticism and driving improved audience engagement

Demonstrated real-world challenges (slow Internet, complex pricing and contracts) — positioning Spectrum’s offers as a clear solution

Optimized the call-to-action — staying focused and direct to ensure storytelling translated to measurable leads