What if Frankenstein had high-speed internet and unfettered access to the world around him? How would that change who he became? Xfinity imagined that world with a TV campaign launched in October 2025. We brought it to life on social by taking Frank out into the real world, turning him into an undead content creator, and linking him up with some of the internet’s favorite personalities.
When CL was asked to bring the campaign to life on social, we imagined a world where Frank’s new-found love of social scrolling fueled his desire to document how he’s just like us: he rides the subway, tries new foods, loves a courtside selfie moment, and might even be looking for a love connection. Partnering with some of New York’s most popular creators amplified his relatability and brought Xfinity, and this new campaign, into unexpected places, reaching new audiences across social.
One initial hiccup? Differentiating Xfinity’s Frankenstein with the highly-anticipated and now Oscar-nominated Frankenstein movie that premiered the same month as our campaign. Leaning into social-centric humor made the brief clear, and to make it obvious to audiences this wasn’t a movie promo.
We captured a few social-first cuts on set, soft-seeding Frank to our social audience with fun meme fodder. Then, Frank came across the pond to experience iconic American moments, and that’s where things got interesting. Turning our actor into Frank meant undergoing 4+ hours of prosthetics, so we chose the most impactful creators and access opportunities (thanks, Timberwolves!) to make the content work the hardest.
We chose creators across NYC who had super engaged audiences that definitely weren't expecting to see Xfinity pop up in their feeds: Street Hearts, Judgy, Subway Takes, and What's Poppin'. Instead of handing them rigid scripts, we let them drive the creative in ways that felt authentic to their brands. Frank was just along for the ride, armed with a newly developed chronically online brain.
For a brand that struggles with positive brand perception, we saw a lot of incredible, positive engagement with this social campaign: 431k+ engagements, 26M+ views and a 4.1% average engagement rate. Much of the content that we posted as part of this campaign was organic, some with boosted help, though none of it received true paid media placements or support. Our team regards engagement rate as our most important KPI and the 4.1% ER was 561.29% over our benchmark.
