COX’s mission is to help people have more real, human connections.

Yet to many of its customers, COX was just the regional cable and internet provider they’re stuck with – a utility bill at best – not a brand that shares their values.

We wanted to change that.

The objective: To strengthen COX's relationship with its customers by improving overall brand sentiment and trust in a highly commoditized (and negatively perceived) space.

The challenge: Show people that COX is not just a number you call when cable or internet service is down at home, but a brand you can count on when human connection is down in society.

The brief: Create bold, real-world solutions that bring Cox’s brand purpose to life by providing real, human connection where it’s needed most.

Feeling lonely is a problem plaguing society, and no population is feeling it more than our seniors. Often isolated from family, technology is isolating them even more. They want nothing more than to be close to their grandchildren, but when it comes to competing for a young person’s attention, social media wins every time. Cable and internet provider Cox Communications, a company that exists to create more real human connections, wanted to help. So we created "GrandStories," a program that teaches grandparents how to use social media in order to connect with their grandkids in the place where they spend their time. We then documented three grandparents on their journeys as they learned social media, and then used it to connect with their grandkids by sharing their untold stories, secret family recipes, and everyday lives, respectively. In the end, we proved to our grandparents, and seniors across the country, that

Connecting with others is a fundamental component of the human experience, yet feelings of loneliness and isolation are all around us.

And no group feels this more acutely than seniors. According to the NPHA, about a third of seniors are lonely, with research linking their sense of disconnection to more rapid mental and physical decline.

Often illness, mobility, and the complexity of digital communications can make it difficult for them to connect meaningfully and consistently with their loved ones.

Among the hardest to connect with are their grandkids, who as they grow older, also grow further apart (diving deeper into technology and social media).

As a true connection company, Cox was poised to bridge this gap.

So we asked ourselves: Can we get these senior citizens who feel left behind to connect with their grandkids by meeting them where they are?

Grandstories ran over the course of 2 months on online and social platforms, including Facebook, Instagram, Twitter, and YouTube. This campaign ran in all 18 states in the Cox footprint.

15 Million Views

152k Engagements

89% Positive sentiment