INDUSTRY:
Telecommunications
CLIENT:
Verizon
YEAR:
2025
ROLE:
Lead Strategist & Copywriter
Verizon needed to re-ignite cultural relevance with a younger, socially active audience who typically scroll past traditional telecom advertising. Instead of promoting a product, the brief asked for a mysterious, story-driven campaign that would spark curiosity, conversation, and user-generated buzz. The challenge was to create a narrative hook strong enough to make people want to search, share, and speculate without ever revealing the brand upfront.
I helped concept and develop “Who Is Mr. V?”, a teaser-first social campaign built around an enigmatic character linked to the Verizon brand universe. The creative leaned heavily on intrigue: glitchy visuals, cryptic messages, and planted social posts designed to feel organic. By blending cinematic moments with real-time reactions from fictional accounts, the campaign blurred the line between entertainment and advertising. Each touchpoint pushed the mystery forward, inviting audiences to decode the clues and join the conversation through the hashtag #WhoIsMrV.
The campaign generated immediate speculation across social feeds, with thousands of organic posts attempting to uncover Mr. V’s identity before the reveal. Engagement surpassed expectations, driving a measurable lift in brand mentions and social sentiment for Verizon. The mystery-driven rollout successfully reframed Verizon as culturally aware, innovative, and audience-first, proving that storytelling and curiosity can become powerful tools for brand reappraisal.
