Charter embraced convergence when it launched Spectrum One, and it called in INFUSION by Castells to ensure the bundle was a success with Hispanic and African American communities. The tagline “Experience the Future of Connectivity Now” was created, and an integrated campaign that featured CTV, print, banners, email messaging and a landing page, all in English and Spanish was launched. Influencers including Kevin Fredericks, Tony Baker and Tahir Moore aided in creating connections with the African American community. Overall, research showed significant ratings increases across reliability, speed and quality measures and multicultural customers generated a substantial increase in subscriber connects.