DIRECTV — tai le | strategic creative

DIRECTV | Social Strategist

DIRECTV is one of the largest pay-TV providers in the United States, delivering premium entertainment (live sports, news, and on-demand content) to millions of households and businesses nationwide. With a growing digital footprint across consumer and B2B channels, DIRECTV's social presence is as much a cultural touchpoint as it is a customer service lifeline. The brand's north star: drive brand love and deepen its role in culture, one conversation at a time.

Community Management

Problem: A brand the size of DIRECTV doesn't just post content — it fields an unending stream of comments, mentions, DMs, and public conversations across more than a dozen social handles seven days a week. The challenge wasn't just volume. It was consistency: maintaining a sharp, on-brand voice that felt like a fan talking to other fans, while simultaneously managing reputational risk, escalating care cases, and keeping cross-functional teams aligned in real time.

Insight: The most effective brand presence isn't always a campaign. Sometimes it's a comment.

A brand's most culturally resonant moments don't happen on its own channels — they happen in someone else's comments section.

The highest-performing work wasn't on DIRECTV's posts. It was showing up, unbidden, in conversations happening around entertainment culture — a Tangled casting buzz, an Olympic rivalry, a heated cottage tour, a cinderella love story. Short, specific, fan-fluent comments that didn't feel like a brand doing a bit.

The strategic implication: proactive CM, done right, is cheaper and more culturally effective than almost any paid placement. You're not interrupting someone's feed — you're already in a conversation they're already having, adding something they actually want to see.

Task: As the Social Strategist, manage community engagement across DIRECTV's full handle portfolio. Responsibilities included proactive and reactive CM sweeps, reputational case escalation, shift reporting, and cross-team communications — all executed in DIRECTV's brand voice.

Results: Across a documented sample of proactive engagements, responses reached an estimated 134M+ potential impressions and generated 94,000+ total engagements — spanning the Oscars, the Olympics, and everyday cultural moments. A single comment during Oscar season earned 40,829 likes.

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