comcast

Comcast builds brand love and product demand with Hispanics

Comcast, the country’s largest provider of cable services and one of the world’s leading communications companies, sought our expertise to grow their Hispanic customer base, while building the brand, deepening engagement with consumers and improving value perceptions.

Our first challenge was to overcome Hispanics’ distrust of big companies and Comcast’s low brand awareness among this segment. To do so, we uncovered consumer insights based on acculturation levels that have not been leveraged to build trust and increase product demand. Our winning “Trust Strategy” involved communicating in-culture and in-language, building ties with influencers to drive word-of-mouth, defining the Comcast experience with relevance, and tapping into direct, digital and online opportunities to produce measurable results.

We brought the Comcast brand to life through a singular idea, a creative expression relevant and compelling to the daily lives of the Hispanic consumer: “Hay Cosas Que Nos Unen / There are things that unite us.” This helped establish a closer relationship with targets and positioned Comcast as the enabler of meaningful experiences relevant to Hispanics’ lifestyles.

Our strategy generated higher response rates than projected. Direct response rates reached up to 7.4% (three-times that of general market efforts), sell-in rates increased by 40%, and upsell tracked at 100%.