Case Study, Advertising, Digital Media, Public Relations, Social Media
Comcast: Increase Facebook Fan Base and Awareness of Emmy ‘On Demand’ Viewing Optionsor
Marx Layne waged an aggressive, three-day campaign on behalf of Comcast to promote XFINITY On Demand and raise excitement surrounding viewing nominee programs On Demand the weekend of the awards show.
INSIGHT
Comcast’s Michigan existing Facebook page was leveraged, along with Comcast internal employee and Marx Layne Twitter accounts. Marx Layne established a Pinterest account for Comcast as part of the launch of this campaign as well.
STRATEGY
The campaign launched with hourly posts, including nominee facts and trivia. Posts were scaled back as our community managers gauged interaction level of Comcast’s Facebook audience.
This campaign extended to Twitter, where Marx Layne and Comcast employees shared Emmy excitement via about a dozen posts tagged with #OnDemand.
COMPAIN
Additionally, Marx Layne launched a Comcast Michigan Pinterest account, linked to the Facebook account via a new Facebook Tab. We began building a following on Pinterest by pinning nearly 60 pins of images relating to the Emmy nominated programming.
In addition, a small investment in Facebook advertising promoting ‘Emmy On Demand’ was made.
RESULTS
Campaign Highlights:
- Positive interactions with fans with comments, poll responses and question answers.
- 887 new fans gained as a result of campaign
- 51,411 views of status updates
- Dozens of new pins on Pinterest promoting XFINITY Emmy On Demand content