Comcast
Shifting brand perceptions with digital, social and experiential marketing
Challenge
Overcoming low product awareness and brand trust issues
Reliable internet access is essential for healthcare, education, employment, and civic participation. However, many low-income households remain disconnected not due to a lack of availability but because of barriers such as low awareness, limited trust, and complex enrollment processes.
Comcast’s Internet Essentials aimed to bridge the digital divide by providing affordable, subsidized internet access. However, reaching and motivating underserved communities required more than traditional marketing to overcome skepticism, simplify understanding, and promote conversion.
Solution
A culturally-driven and integrated campaign platform
We developed AMPLIFY, a culturally-driven campaign platform designed to overcome known adoption barriers to product offering and service enrollment in ways traditional marketing efforts could not.
The campaign focused on music’s universal appeal and influence, reframing perception of broadband internet access from a mere utility to a portal for creativity, education, and personal growth.
To boost awareness, build trust, and increase service enrollments, we created an integrated platform and marketing plan featuring:
- The voice and stories of regional influencers
- Live music events and community-based programming
- Branded mobile units with in-language service support reps
- Retail pop-ups in local neighborhoods and communities
- Custom social media content and event promotions
- Hyper-local ad placement in radio and out-of-home
Impact
A scalable campaign framework for product activations
AMPLIFY created a culturally driven model for Comcast to meaningfully and emotionally connect with income-constrained audiences.
The work delivered:
- A strategy for future product pilots and rollouts
- A scalable activation framework and sales playbook
- A plan for community outreach, partner engagement, and culturally aligned campaigns
- An approach to increase product adoption and close the digital divide
