DIRECTV Connected Home

Data showed that internet-connected DIRECTV boxes drove higher engagement, satisfaction, and retention. I launched a campaign to boost awareness and make setup feel effortless—using on-air spots, social, email, SMS, screensavers, UI messaging, and a dedicated website.

To bring the feature to life, I also developed integrated, programmer-funded TV spots featuring talent aligned with our target audience. The effort led to a 30% increase in connected boxes. Connected homes saw 13bps lower churn, 15% higher average revenue, and a 27% lift in NPS.