BRAY & CO. CONVERTS ONLINE COMPLAINTS ABOUT CABLE PROVIDERS INTO UGC ANTHEM FOR FIDIUM FIBER INTERNET

Clever Social Media Effort Taps Into Popular #texttosongs Trend To Give Voice To Unhappy Cable Customers

Bray & Co., the independent, award-winning, full-service creative agency focused on helping brands Rise Above, has launched a savvy social media campaign for Fidium Residential Fiber Internet that turns real complaints about competing internet providers into Fidium-themed songs, with bleeps, bad notes and all.

The idea plays off the viral trend of individuals who make songs out of content that was never meant to be song lyrics, often appearing on TikTok and Instagram with the hashtag #texttosongs. The genre has grown so popular that AI tools have been developed to spread the practice.

“Fidium is taking advantage of its most compelling testimonial for itself–people complaining about its cable internet competitors and those 1-star reviews,” said Peter Bray, Chief Creative Officer, Bray & Co. “People are already writing Fidium’s competitive ads…they just don’t know it yet. Every one-star review & Reddit rant about other internet providers is a story waiting to be told.”

The engagement kicks off with four organic social posts on Fidium’s on Instagram and Facebook pages that will, as it populates, add up to a UGC anthem that boosts Fidium’s cultural relevance.

The social media effort—”Your Complaints? Our Songs.”–builds on Bray & Co.’s highly effective “Enough Already” campaign that launched earlier this year and captures the frustrations faced by customers of inferior cable service and shows off the exponential advantage Fidium Residential Fiber Internet delivers—a pure fiber optic internet connection up to 40X faster than cable that handles 150 devices at once and runs full-speed 24/7.

The smart use of social media to connect a popular cultural trend with the very real behavior of consumers complaining about cable service adds a unique conversational element to Fidium’s marketing campaign, which warns cable users are wasting their at-home entertainment time and their money on inferior technology because of the mistaken belief all ISP providers are equal. The campaign has moved the needle for consideration and conversion by creatively proving how and why Fidium completely outperforms cable Internet competitors like Xfinity, Spectrum and AT&T.

The “Enough Already” message illustrates how Fidium relates to the very real frustrations people have with their current providers, like lag times, buffering, lack of device support, removes the problem of speed throttling and not allowing full power on multiple devices at once. In addition to depicting the measurable and transformative upgrade of switching to 100 percent pure fiber internet, the campaign details the subscription benefits: No contracts, ever. A 30-day money-back guarantee. A simple, easy-to-understand pricing plan. No surprise fees.  

Bray & Co. is an independent, full service creative agency focused on helping brands Rise Above. The company has been named over four consecutive years to Adweek’s Fastest Growing Agency list. Its diverse roster of clients range from Dwayne “The Rock” Johnson’s tequila brand Teremana to Tide to Brooklyn Brewery to an in-house PSA campaign to pressure Mark Zuckerberg to take more measurable steps to protect the mental health of Meta’s youngest users. To learn more: https://www.brayand.co.

Source: Bray & Co.

  Advertising, Bray & Co., Campaign, Fidium, Marketing, Social Media Campaign