TOPLINE RESULTS
1M+
Reach
(in a 2-week activation)
17,000
LIVE BROADCAST VIEWS
230K
Impressions
CLIENT
Xfinity
YEAR
2021
location
U.S.
SERVICES
Strategy Development
Media Planning & Buying
– New Media: Digital, Social
CHALLENGE
To promote the newly launched Black Experience Xfinity and drive subscriptions by leveraging the popular Afrojams concerts as a demonstration of the wide variety of content available on the platform.
INSIGHT
Music is the beating heart of the AFAM community. You can learn about a person’s culture, history, and values through the music they make or listen to, and our strategy was to use that emotion to promote the wide range of content available on Xfinity Black Experience platform.
OUR APPROACH
We engaged potential customers through an exciting digital concert event featuring popular Gospel artists. The unique online concert experience not only enticed the audience to participate in the live stream event and promote the platform, it’s later replays on the Xfinity Black Experience provided ample opportunities to showcase the wide variety of curated content available on the new Xfinity Black Experience.
Our Afrojams Xfinity Christmas activation deployed a digital-heavy approach that consisted of hyper-targeted social media ads, influencer marketing, and a Facebook event page that encouraged engagement and generated buzz. The event was heavily promoted across these mediums in the weeks leading up to the streamed concert event, and this combined multi-channel approach resulted in 1+ million reached (within a 2 week-activation), 17k live broadcast views, and over 230k impressions through influencers.
