For decades, television forced consumers to pay for channels they didn't watch. With Genre Packs, DIRECTV dismantled the traditional television bundle - becoming the first premium provider to give viewers control over what they pay for and why. This first-of-its-kind offering lets viewers build a TV experience around what they actually love. With viewers' ability to select curated base packs and custom add-ons, consumers gain unprecedented control and flexibility without sacrificing premium quality.
Our launch campaign aimed to reposition DIRECTV from a legacy cable provider to a modern, customizable solution, driving awareness, consideration, and adoption while giving current customers all the more reason to stay engaged. With Genre Packs, the brand is putting their money where their mouth is when it comes to DIRECTV users' choice and flexibility, keeping an ear to the ground for feedback and user insights to inform ongoing product optimization.
To launch a product built on personalization, we executed the most segmented creator rollout in DIRECTV history - mirroring the flexibility of the product itself.
Creators were strategically mapped to specific Genre Packs: sports creators highlighted MySports, entertainment creators showcased MyEntertainment, family-focused talent touted MyKids, and Spanish-speaking creators engaged bilingual and Spanish-dominant households for MiEspañol. This ensured that each audience encountered Genre Packs through a lens that reflected their real viewing behaviors - not a one-size-fits-all message.
Creators self-produced content that reflected real-life viewing habits, highlighting how Genre Packs can fit seamlessly into everyone's life. By activating diverse talent across Instagram and Facebook simultaneously, DIRECTV introduced a modular television model to multiple audience segments at once, reinforcing relevance, representation, and accessibility at scale.
Executing a multi-vertical, multi-language rollout required tight orchestration. We developed a unified content framework that preserved creator authenticity while clearly communicating the core promise of Genre Packs: control, flexibility, and customization.
Simultaneously launching across verticals, languages, and audience segments, DIRECTV activated 85 creators to translate a category-first innovation into over 150 pieces of social content across Instagram and Facebook.
Rather than announcing a feature, the campaign demonstrated a new purchasing philosophy - allowing audiences to see themselves reflected in a customizable television model from day one. The breadth and segmentation of the rollout reinforced Genre Packs as more than a product update; it marked a departure from rigid bundling toward a flexible, consumer-driven approach.
By activating creators at scale while maintaining personal, relevant storytelling, DIRECTV established Genre Packs as a modern alternative in a legacy category. The campaign proved that creator-led storytelling can introduce structural change to an entrenched industry - positioning DIRECTV not just as a distributor of television, but as a brand redefining how premium TV can be built.
