Social Advertising Campaign Drives Sales for Comcast

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The Challenge

For marketers, winning over millennials, at 83.1 million strong, is key to the long-term success of your business. Comcast, the nation’s largest residential video, high-speed internet and phone provider, is no different. Beginning in 2014, the company set its sight on boosting sales amongst the 18-25-year-old demographic. The team decided a social advertising campaign was the way to go but attracting the attention of this notoriously fickle and difficult to impress group would be easier said than done.

The Airfoil Solution

To achieve this goal, Airfoil created Twitter and Facebook ads to maximize online brand awareness and drive acquisition during this important season. The ads targeted students who were living or planning to live off campus at Michigan State University and the University of Michigan—two of the largest growth opportunities in Michigan. By utilizing popular hashtags from each university and targeting based on geography and various interests of the students (i.e. sports), the ads were successfully delivered to the right audience. To promote engagement, popular shows such as HBO’s “Game of Thrones” and school-related images like pizza were accompanied by personalized messaging about the offer.

The Numbers

The campaign overdelivered – exceeding expectations and achieving engagement goals. The ads were well received by the target audience and gained a significant amount of attention and comments on both platforms, much of which was positive, playful and related directly to the ad’s content, which benefited the brand’s reputation. The promoted Tweets and Facebook ads reached over 384,100people, produced more than 1,285,000 paid impressions and generated more than 15,200 engagements. More importantly, the company could trace business results directly to the ads. During the campaign, the video product experienced a 107 percent sales increase and the high-speed product saw a 104 percent sales increase. To top off the success, the social advertising campaign was awarded Best in Show by the International Association of Business Communicators (IABC) Detroit.

Social Media Outreach and Advertising

“Airfoil has gone above and beyond to understand our products and our goals. Having them on board makes my life easier.”

Michelle Gilbert, Vice President Public Relations, Comcast Cable Heartland Region

Comcast