As the pandemic ramped up, Cox launched a message of connection with an optimistic voice in a time of need. The campaign appeared across Cox markets with $750,000 in planned media, with $155,000 in unbranded out-of-home media that prompted customers to connect. Elements included a series of online videos with a call to action to be there for people in your lives, and a digital hub was created at TheConnectionsProject.com where consumers could learn more and download shareable messages and digital postcards, saying things like “DM’ing you hugs,” “I miss your face” and “Stuck inside thinking of you.” The #NowMoreThanEver hashtag was attached to curated stories from Cox’s CoronaKindness series. Six weeks into the effort, the campaign garnered 16.9 million views, 375,000 engagements, including 145,000 Facebook likes and almost 13,000 shares.
