Taking the Loyalty Leap: A Love Story

Role: ACD + Video Writer/Director

AUDIENCE STRATEGY | UX STRATEGY | CAMPAIGN DEVELOPMENT + EXECUTION | VIDEO DEVELOPMENT: SCRIPT, DIRECTION, PRODUCTION

Taking the Loyalty Leap: A Love Story

Challenge

Slash customer churn by learning more about DIRECTV’s customers and boosting engagement through exclusive, tailored sweepstakes – think VIP trips to the Super Bowl, Vegas, and more.

Engagement

We built a customer intelligence machine to understand, engage, and reward customers better.

Transformation

Internal: Using zero- and first-party data, we refined marketing strategies, spreading value throughout the organization.
External: Personalized offers and loyalty-based rewards positioned DIRECTV favorably in customers' minds.

Advocacy

By recognizing and rewarding loyalty, we created a sustainable platform for advocacy. The nascent PERKS program (90 days old) shows early promise.

Results

Membership Growth: Increased by 16.3% to 139,522.

Onboarding Success: 83.4% completion rate.

Email Opt-Ins: 85.7% opt-in rate.

Sweepstakes Success: Over 202,000 entries in the "Win DIRECTV For Life" sweepstakes.

A Virtuous Cycle

The more DIRECTV understands its customers, the more they feel appreciated. This deeper emotional connection leads to greater loyalty. PERKS transformed "TV that loves you back" from a slogan into an enterprise-wide philosophy, fostering sustainable advocacy.