DIRECTV Connected Home

Data showed that DIRECTV customers whose boxes were connected to the internet had more engagement, higher satisfaction, and lower churn. I created a campaign to raise awareness of the feature and show how easy it was to connect. On-air spots and social media accompanied multiple, targeted customer touch points including emails, SMS, screensavers, dedicated website, and UI messaging. To further bring the product to life, I also created programmer-funded integrated TV spots featuring talent that appealed to our target audience. The number of connected boxes increased by 30%. Connected homes had 13bps less of churn, 15% more average revenue, and 27% higher NPS than unconnected homes.