INFUSION by Castells helped spread the word about Spectrum’s offerings among its African American target with a campaign featuring comedian/musician Ron G that focused on its Spectrum One offering. The team created a song performed by Ron G and other influencers, which then had its music video campaign expanded across mass media and digital channels. The campaign finished with 187 million social media impressions, 10.7 million combined impressions via paid media and 341,813 organic views for its full three-minute music video.
