To raise brand awareness, generate interest in their services and retain customers, Wave used ongoing TV campaigns and video marketing efforts with assistance from the Spin team. After several years of using other video partners, Wave tapped Spin to increase the quality of Wave's TV spots, as well as to create their first programmatic digital campaigns, including additional videos and display ads.
Through their TV and video advertising efforts, Wave wanted to emphasize their position as a tech-forward and customer-first brand as well as promote Wave as the leading West Coast cable TV and internet company. Spin used these attributes to create over 80 spots over a four-year relationship with the brand.
Wave was extremely pleased with the year-over-year results Spin provided, with Spin's Wave client saying:
“Spin greatly helped establish Wave’s new brand roll-out. The high visibility and positive response to these spots helped propel Wave’s brand awareness in that market, which lead to a 30% increase in overall advertising response rates year-over-year.”
Spin Creative’s approach
When Wave first approached Spin to aid in their TV and video marketing efforts, Spin's team took time to
understand their goals and market positioning. Spin learned that Wave wanted to create videos with an approachable, human-storytelling style while maintaining a clean and friendly aesthetic.
Spin's first efforts for Wave included the creation of numerous 30-second TV spots that featured a range of Wave’s products and benefits. The majority of these spots were customer-focused, reiterating Wave’s position as a customer-first brand. Spin also
generated a brand story video
for Wave, to convey the Wave difference in an emotive and visually stylish way –– and show the team behind the fast-growing brand.
During annual campaigns, Spin helped Wave screen actual customers to identify the most engaging testimonials for use in testimonial campaigns that highlighted both Wave’s residential and business offerings. These testimonial spots combined customer interviews and motion graphics to share business owners' aspirational stories and honest experiences with Wave.
Spin also created scripted live-action spots showcasing Wave’s product features and benefits. Hired actors representing a range of family types and demographics portrayed Wave customers. Voice-over narration and motion graphics accompanied these videos to highlight Wave’s products and unique value propositions.
Over the course of our four-year relationship with Wave, Spin continued the themes of these videos to create award-winning commercial spots. The 80-plus-video lineup features a combination of comedic live-action ads and eye-catching motion-graphics product videos. All completed on-budget and on client requested timelines, for each campaign.
Wave also relied on Spin to launch their first programmatic digital campaign. Spin used the existing TV spot footage to create shorter in-stream video ads and display ads, all of which were
measured through KPI's
defined with the client for each campaign .
Year-over-year results
Spin’s creative approach for Wave’s annual TV and programmatic digital campaigns helped establish Wave as one of the fastest-growing cable companies in the country. This culminated in Wave’s sale to TPG Capital for $2.36 billion in early 2018.
“Spin’s work marked a great improvement in the overall quality of Wave’s commercial spots,” Spin's Wave client remarks.
The TV and digital spots were well-received by viewers, helping to make Wave a household name in their key markets. Wave experienced an increase in site traffic, hits and clickthrough rates as a result of its video and display ad campaigns. Spin's Wave client also says,
“Spin’s creative messaging strategies resonated strongly with viewers, as evidenced by the survey data gathered from customers invited to participate in numerous on-camera testimonials.”
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About Us
Spin Creative is a video production company and creative agency helping marketers create winning video and creative strategies that engage, inspire and activate targeted audiences. Spin is headquartered in Seattle with offices in San Francisco and London, serving brands around the globe.
