How Comcast Increased Brand Consideration During COVID-19

They Engaged

54,744

People

Who Averaged Spending

89 seconds

With each piece of content (1.55X increase)

They Achieved

13.95% Next Action CTR

(10.8X increase)

They Engaged

54,744

People

Who Averaged Spending

89 seconds

With each piece of content (1.55X increase)

They Achieved

13.95% Next Action CTR

(10.8X increase)

The Goal: Increase Positive Consideration of the Comcast Brand

Comcast utilized AI-powered content distribution to increase positive brand consideration during COVID-19, using earned media around their free WiFi offering to low-income individuals.

Our Solution: Use Earned Media to Drive Increased Brand Consideration

inPowered amplified earned media articles garnered by Comcast’s announcement around free WiFi during COVID-19 to increase consumer’s perceptions of the brand. AI-Powered Content Distribution allowed Comcast to test over 6,000 variations of ad permutations by analyzing various headlines, images, audience interests, and demographics; adjusting the campaign in real-time to make sure the articles were reaching the media company’s true target audience.

  • Reduced Cost-Per-Engagement by 84%
  • 44% Average Engagement Rate
  • 81% Next Action Consideration Rate

CONTENT:

This campaign focused on analyzing 39 earned media articles featuring Comcast, stemming from their announcement of offering free WiFi to low-income individuals in response to the COVID-19 pandemic. The amplified articles were about various topics relating to their announcement, including (but not limited to) “Comcast expands internet for low-income families,” “How Comcast optimized a hospital for remote comms,” “Comcast’s plan to get low-income students online,” and “Comcast Named a Top Employer for Veterans.”


AUDIENCE:

In this specific campaign, Comcast utilized inPowered’s AI-Content Distribution to run 6,240 different ad permutations across The Trade Desk, Yahoo, and Taboola; employing extensive testing to identify a target audience that had favorable views of the brands and their current efforts with COVID-19. They analyzed each piece of content with a larger audience set, which included:

  • Men and women living in the San Francisco/Oakland area.
  • Making a minimum income of $100,000.
  • Ages 25-34, 35-44, 45-54, 55-64 and 65+.
  • Users on desktop and mobile devices (iOS and Android).
  • Interested in a variety of related topics including “Internet Technology,” “Business and Finance,” “Family and Parenting,” “Law and Government,” and “Business and Finance.”

Using inPowered’s AI-technology, it was determined that the audiences with the most favorable views towards Comcast included:

  • Both men and women.
  • Ages 25-34 and 65+.
  • Mobile users, using both iOS and Android.
  • Self-identifying as having a strong interest in “Internet Technology” and “Politics & Social Issues.”

CALLS-TO-ACTION:

With the main goal of this campaign, understanding the public perception around Comcast’s announcement, they employed inPowered’s Content Distribution to apply a “Brand Consideration” next action survey across each piece of content to understand consumer sentiment. Using inPowered’s AI, they posed the question of “Do you feel more favorable about Comcast after reading this” after 15 seconds of engagement with each piece of earned media, with nearly a 43% Next Action consideration rate. By gaining this deeper understanding of how the brand is resonating with consumers, Comcast is now able to focus on future content creation strategy tailored towards topics seen as “most favorable” in this campaign.


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