Comcast wanted to boost sales among 18-to-25-year-olds in Michigan—a huge chunk of the population, and a vital audience for its long-term success. Social ads are ideal for reaching these audiences, but attracting the attention of this notoriously fickle and hard-to-impress group is easier said than done.
The Airfoil Solution
Airfoil used Twitter and Facebook ads to drive brand awareness and acquisitions. We targeted students at Michigan State University and the University of Michigan, two of the state's largest growth opportunities. Ads were delivered to the right audiences with strategic targeting based on geography and interests.
The award-winning social media campaign exceeded Comcast’s expectations and over-achieved on engagement goals. More importantly, the company could trace business results directly to the social media advertising. During the campaign, the video product experienced a 107% sales increase, and the high-speed product saw a 104% sales increase.
“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
sales increase of Comcast’s video product
sales increase of the company’s high-speed product
million paid impressions, resulting in tens of thousands of engagements
Social Media Strategy + Demand Generation + Content Development