To ease the hassle of moving, XFINITY partnered with BuzzFeed to launch a multi-platform marketing campaign for its "Movers Edge" service, available to Xfinity subscribers. The program kicked off in June 2016 and aimed to reach the increased number of Millennials moving for work, school and/or family. It's difficult to reach and activate millennial movers where they're naturally consuming digital content, but BuzzFeed has a unique and engaging approach to connect with the targeted audience. XFINITY wanted to build positive affinity around Movers Edge, while educating prospective movers around its benefits through BuzzFeed's cobranded multiplatform content.
XFINITY wanted to reach Millennials across the social web and BuzzFeed's distributed model was the best way to inform their target audience. The campaign included three custom social posts, 1 long-form co-branded video, and 2 tips & advice videos that lived on BuzzFeed.com, and were distributed across social media including Facebook and YouTube. BuzzFeed and XFINITY created shareable posts/articles to connect emotionally with these millennial consumers by tapping into the relatable truths about moving. The brands also wanted to create a long-form video to tell the Movers Edge story in a way that increases positive affinity at scale and aimed at creating a series of integrated tips and advice content that shows specific ways that Movers Edge can help consumers move.
The campaign exceeded expectations by driving over 7.1MM total views. The content boasted over 81,806 total comments, likes and shares and generated 93% overall positive sentiment for Movers Edge. A brand impact study conducted on the campaign found that exposure to the video drove significant increases in favorability and intent to use XFINITY products in the future, with the increase in intent higher than the median delta for similar BuzzFeed videos. Based on media data from 2015, Comcast had the opportunity to drive greater awareness of the Movers Edge program to Millennials, a segment that moves the most frequently. The partnership with BuzzFeed allowed Comcast to create content that drove an emotional connection while reinforcing the brand and value of the program. Due to the wide social amplification and millions of views, Comcast expects a substantial increase in awareness among Millennials.
