SOCIAL MEDIA
CLIENT:
BACKGROUND:
Comcast’s Multiple-Dwelling Unit sales channel, XFINITY Communities, launched two new services:
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The Advanced Communities Network: 1-Gig Speeds for apartment buildings and condominium properties.
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XFINITY On Campus: Streaming TV service for students who live on campus.
Prior to offering the service and benefits to end users, Comcast had to target a B-to-B audience first (property owners and university administrators) to establish service at the apartment/condo and university properties.
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CHALLENGE:
In advance of account executive outreach, generate strong awareness among the B-to-B decision markers.
STRATEGY:
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In addition to advertising and direct marketing, a Social Media campaign was developed that reached out to targeted builder and university administrator groups on LinkedIn with a dedicated InMail message and companion banner ad.
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A strong subject line was developed to influence high open rates, and the personal email format encouraged readers to click through to the respective websites for more information.
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The results were extraordinary with open rates of 26% for XFINITY Communities and 41% for XFINITY On Campus.