REACHING 1B VIEWS
Role: Creative Direction, concepting
Scope: Campaign concept, content system, social growth initiative
The Problem
Vivint’s highest performing content consistently came from real customer moments.
The problem: we weren’t getting enough of it.
At the start of the project, we averaged roughly 300 submissions per year, heavily limiting both the volume and scalability of our best performing content.
The System
We created Vivint’s $1,000 Moment: a simple, ongoing incentive that rewarded one customer each month for submitting the best captured moment.
The goal wasn’t just a campaign; it was to build a repeatable system that encouraged continuous participation.
To support this, we:
Simplified submission directly within the app
Positioned the program as part of everyday Vivint use
The Launch
We introduced the program through a series of announcement and reminder videos, using a staff centered approach to ground the concept and make participation feel accessible and real.
These assets established the tone and credibility of the program, but were intentionally lightweight.
The Insight
People were already capturing meaningful, funny, and unexpected moments in their homes and posting them to social and going viral, we just weren’t giving them a compelling reason or easy way to share them with us.
If we could incentivize participation and remove friction, customers could become a scalable source of high performing content.
Scale
Once launched, the program became largely self-sustaining.
Customers continuously submitted content, creating an ongoing stream of authentic, high performing video that could be leveraged across social channels.
Instead of relying solely on internally produced campaigns, Vivint now had a scalable pipeline of real moments, turning customers into consistent content contributors allowing us to continuously hit the top of the funnel.
Impact
Increased annual submissions from 300 to 36,000+
Created a continuous stream of UGC powering social content
Contributed significantly to Vivint’s 1B+ total views in 2024
Established a repeatable content engine, not just a one time campaign