LiveOak Fiber:A Small Company Out-Playing the Big Brands
How we helped a regional fiber provider earn real market share in the South.
Fiber for Florida and Georgia
LiveOak Fiber operates in the telecommunications and internet service provider industry, delivering high-speed fiber internet solutions to residential communities and businesses across Florida and Georgia. Their services focus on reliable, future-ready fiber connectivity designed to support streaming, gaming, remote work, smart homes, and business operations.
- 01Increase awareness and market penetration in competitive regional markets.
- 02Position fiber internet as a superior alternative to traditional cable providers
- 03Drive qualified residential and business leads through paid media campaigns.
- 04Build a recognizable, community-focused brand presence.
- 05Educate consumers on the benefits of fiber internet.
- 06Support ongoing expansion efforts with scalable creative and digital marketing strategies across channels.
- 07Establish meaningful market presence and drive customer acquisition in highly competitive markets.
Winning switchers in a market that never switches
LiveOak Fiber faced a multi-layered problem that went beyond typical campaign execution. Targeting was constrained from the start — serviceability, installation logistics, and budget limitations meant they couldn't simply blanket expansion markets with broad messaging.
At the same time, they were trying to win customers in an industry defined by entrenched national providers and an audience that rarely switches providers and almost never comes back once lost.
Low brand awareness compounded the difficulty, as LiveOak first had to educate consumers on the tangible benefits of fiber before they could even begin building the emotional trust needed to convert.
There was no single message that would work across markets. Each geography required a tailored approach shaped by local values, socioeconomic context, and community identity.
- Entering a market saturated by bigger, more established telecom competitors heavily spending across digital and performance media.
- Brand story was not defined, so they didn’t have a differentiator.
- Creative assets were not resonating strongly with local audiences or communicating why consumers would switch.
These challenges impacted their ability to efficiently drive market penetration, build trust, and create brand recognition.
Without a strategic shift, LiveOak risked stalled growth, rising acquisition costs, and an inability to meaningfully differentiate in markets where the odds were already stacked against them.
Out-personality them, don’t out-spend them
Winning in a saturated market meant LiveOak couldn't play by the same rules as the national providers. The opportunity wasn't to out-spend the competition, but to out-personality them.
We recognized that the major carriers' biggest weaknesses (impersonal service, corporate detachment, and community indifference) were exactly where LiveOak could win. The strategy centered on leaning into what made LiveOak distinctly local and human, then delivering that message in a way that was impossible to ignore.
Rather than polished and predictable, we went chaotic, witty, and unapologetically weird. The tone cut through the noise and actually reflected how people communicate online.
We even went on the offensive, calling out Big Internet directly and building out a "Big Internet Conspiracy Theory" campaign that positioned LiveOak as the scrappy local underdog worth rooting for.
- 01Audited existing creative to identify top-performing ad sets and diagnose tone inconsistencies across the brand.
- 02Developed a unified creative direction built around a chaotic, humorous, and community-rooted brand voice.
- 03Created new ad sets that leaned into wit and irreverence, with messaging anchored in LiveOak's local identity, customer service, and community involvement.
- 04Launched direct competitive messaging that called out the shortcomings of national providers.
- 05Built and deployed the "Big Internet Conspiracy Theory" campaign to reinforce LiveOak's challenger brand position.
- 06Tested and iterated creative in real time, identifying high-performing concepts and scaling what resonated while cutting what didn't.
- 07Tailored messaging by geography, adapting tone and creativity to reflect local values, culture, and audience sensibilities.
Compounding gains, on performance and on brand
The campaign delivered meaningful, compounding results across both performance metrics and brand foundation. As the creative was tested, refined, and scaled, LiveOak Fiber saw measurable gains in engagement, conversion efficiency, and market traction, while building the kind of brand clarity that positions them for long-term growth.
Performance outcomes
- ✔Increased CTR, engagement, and conversion rates across paid social campaigns.
- ✔Lift in RFIs (requests for install) across key expansion markets in FL and GA, including Savannah, Destin, Crestview, Niceville, and St. Simons.
- ✔More efficient customer acquisition driven by smarter messaging, creative testing, and continuous iteration.
- ✔Faster market penetration in target service areas, with stronger consumer differentiation from national providers.
- ✔High-performing creative frameworks were identified and scaled, improving campaign efficiency and scalability across channels.
Brand outcomes
- ✔LiveOak evolved from service-based, promotional messaging to a distinct, emotionally resonant brand voice — one that can expand into new markets as construction grows.
- ✔Greater internal clarity on audience resonance, messaging priorities, and creative direction.
- ✔A significantly more collaborative agency-client relationship, enabling faster decision-making, continuous optimization, and more strategic long-term planning.
“This was the only ad I have ever rewatched on YouTube.”
LiveOak Fiber shifted from simply competing to becoming one of the brands the larger competitors were “chasing” and “copying” in brand creative and content. We identified a gap in customer service and relatability, and used that to connect with customers' frustrations. The result was a brand that identified itself as "the people's choice.”
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