VERIZON NEWSROom
[YEAR]
2016-2017
[AGENCY]
R/GA
[SERVICES]
Reactive Strategy
Reactive Copywriting (Eng/Span)
Community Management
[CLIENT]
Verizon
Verizon Fios
[THE TASK]
what’s THE ULTIMATE reactive strategy to solidify verizon as the better network?
[context]
We were at war with the competition and we weren’t winning in engagement on social.
T-Mobile’s new CEO, John Legere, was relentless, Sprint poached Verizon’s iconic "Can you hear me now?" guy, and fan sentiment online was dwindling.
America's #1 network needed to stay ahead of the game, so I was tasked with developing a new reactive strategy, redefining our rules of engagement, and updating moderation guidelines and the escalation process.
And then I championed it.
[STRATEGY]
The goal was simple: cement Verizon as the better network.
To do that, I leaned into internet culture where it made sense, expanding our presence in spaces that mattered.
Every response had to feel both premium and human—ditching the outdated telecom tone while always adding real value.
WHERE & HOW WE SHOWED UP MATTERED
PARTNERSHIPS
Celebrate our partnerships like Star Wars, the NBA, and NFL to connect with new fans in fresh ways.
INNOVATION
Showcase Verizon’s leadership in mobile tech innovation to reinforce our position as the best.
COMPETITORS
Counter aggressive moves from competitors with a premium, tactful approach.
BRAND LOVE
Celebrate and reward our loyal fans, strengthening their connection with the brand.
CULTURE TIE-INS
Join trending topics and holidays to stay top of mind and culturally relevant.
I called out Nicki Minaj for repping
T-Mobile while using Verizon. SORRY, NICKI.
COMPETITORS
01
A Twitter user exposes Nicki Minaj for promoting T-Mobile while using Verizon.
02
Riffing off one of 2015’s biggest cultural moments—the Miley Cyrus vs. Nicki MTV feud—I threw a subtweet at Nicki via T-Mobile. (Less confrontational; plus the beef was with T-Mo.)
03
55K RTs
93K Likes
+11,627% ↑BM Share Rate
The tweet ignited a firestorm of conversation, driving huge buzz and media coverage. Top cultural account The Shade Room picked it up, amplifying it even further.
04
97% Positive/Neutral Sentiment
The sentiment was overwhelmingly positive, with fans finding it not only funny but also playful and engaging.
OTHER NOTABLE MOMENTS—FROM THE met gala TO THAT backstabbing sprint guy.
BRAND LOVE
The Shade Room picked it up, racking up 46.2K Likes and 3.1K Comments.
COMPETITORS
BRAND LOVE
CULTURE TIE-INS
INNOVATION
BRAND LOVE
13% ER (+1,203% ↑BM)
31 tweets later…
COMPETITORS
[why it worked]
I led Verizon’s Newsroom to inspire our team of community managers to build community, spark conversations, and make the brand culturally relevant.
My quick, witty reactions drove buzz, media coverage, and viral moments, often outperforming paid media. These numbers are the result of that.
By tapping into trends and speaking in a relatable, human tone, we helped Verizon engage a younger audience (13-24 vs. 18-34) and naturally position itself as the better network.
7.5M
ORGANIC IMPRESSIONS
386K+
TOTAL ORGANIC ENGAGEMENTS
97%
POSITIVE/NEUTRAL SENTIMENT
50%↑
No. OF VERIZON FIOS INTERACTIONS