JESSIE ON THE ROAD
KCOM teamed up with Jessie Roux from The Traitors to bring the story of broadband reliability to life.
BETTER INSIGHTS
KCOM is a regional communications provider delivering full fibre broadband across Hull, East Yorkshire and North Lincolnshire — and is proven to be the UK’s most reliable broadband network. Despite this, awareness of its performance credentials remained low, both outside the region and closer to home. We identified that reliability isn’t just about infrastructure — it’s about the local engineers, teams and community connections behind it. By making this visible, we could turn a functional claim into something tangible, personal and rooted in local pride.
BETTER IDEAS
We created a campaign bringing KCOM’s reliability to life through the people and places behind the network, fronted by Jessie Roux from The Traitors.
Jessie led a four-part documentary series, meeting engineers, service teams and installers to show how reliability is delivered day to day. Each episode covered a different part of the service, giving a behind-the-scenes view of what makes KCOM dependable.
This extended into social content — interviews with local businesses and residents, and team-led features on local spots — reinforcing KCOM’s role in the community.
JESSIE VOX POPS
BETTER RESULTS
The campaign successfully translated KCOM’s proven reliability into a more human, engaging story — using Jessie’s perspective to make a technical claim accessible and relatable.
Across social and paid activity, it delivered strong engagement and efficient performance, generating over 43,000 views, reaching more than 30,000 people and driving consistent interaction. Paid media achieved over 315,000 impressions with a low CPM of ÂŁ3.46 and a strong CTR of 2.33%, demonstrating the power of combining proven performance with personality-led, community storytelling.
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