Nobody Cares About WiFi Speeds—So We Told a Better Story
From concept to launch, REC Philly led a creator-driven campaign that brought Comcast’s WiFi to life through real stories—driving millions of impressions and redefining brand relevance with Gen Z and Millennial audiences.
Brand
Industry
Services
In January 2025, Comcast partnered with REC Philly to produce "Because of WiFi," a creator-led campaign showcasing the real-world impact of fast, reliable WiFi on creative careers. Comcast needed a culturally relevant way to demonstrate the value of its WiFi service—not through technical specs, but through real stories. REC Philly was brought on to lead creative direction, casting, production, and distribution.
Our team developed an integrated storytelling campaign featuring five diverse creators—Will Toms, Christian Crosby, Suzanne Sheer, Naomi Smith, and David Carter. Each represented a different facet of the creator economy, and their stories demonstrated how essential strong connectivity is to content creation, collaboration, and growth. The campaign was executed across multiple platforms with a social-first approach, generating over 14 million impressions and exceeding all engagement benchmarks.
The Challenge
- Translate a technical product (WiFi) into a compelling cultural story
- Connect Comcast to younger, creative audiences through social content
- Shift brand perception from utility provider to enabler of creative work
- Showcase WiFi’s creative utility across varied creator use cases
Our strategy
To connect Comcast’s offering with a new generation of creators, REC Philly produced a social-first campaign driven by authentic storytelling and creator-led content.
Results
The campaign redefined Comcast’s Wifi cultural relevance, driving record-breaking engagement across platforms.
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“When we wanted a high-impact campaign that would drive engagement, we called REC Philly. Their expertise and deep connections with the creative community made them the obvious partner of choice to bring our vision to life.”
Highlights
Key Takeaways
This campaign exemplifies REC’s strength in translating product value into cultural relevance. By leading strategy, creative direction, and execution, REC Philly helped Comcast show up not just as a service provider—but as a vital tool for creators. The Because of WiFi campaign proves the power of infrastructure in enabling creativity, and shows how REC builds brand equity through content that resonates with Gen Z and Millennial audiences.
The success of the campaign led Comcast to renew its contract with REC Philly to expand the series and spotlight even more creator stories.
