Bad Times To Buffer

Lumos Fiber Internet wanted to relate to potential customers on social media with a campaign that stood out from the stuffy, serious ad content that its competitors used to sell internet packages. They wanted a video that felt young and not overly produced, similar to content commonly seen on TikTok.

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I pitched a video series that would be relatable to any Extremely Online viewer: the worst times for your internet to cut out. From job interviews to coveted concert tickets to cooking tutorials, everyone has experienced a moment when they lost their internet at the most inconvenient moment possible, often leading to disaster.

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The videos launched across social platforms and immediately saw exceptional results. In one month on Meta, the four videos accumulated 127k impressions, 3.95% CTR (216% above benchmarks), and $0.64 CPC (36% below benchmarks). Viewers tagged their friends in the comments, remarking on the scenarios' reliability. The videos' success led our team to launch them on additional platforms, including TikTok and Reddit, which saw above-average CTRs.