Being a telecom giant can work against you.
Comcast challenged us to find ways to increase market share in the face of a negative sentiment within the Asian, African American, Hispanic, and South Asian communities.
Our insight was that if we won over community advocates, we could gain favorable coverage and begin to change consumers' perceptions about Comcast.
Leveraging Comcast's partnerships with young multicultural filmmakers and festivals, we built a message platform and conducted grassroots outreach that positioned the company as a true provider of international television, not just a faceless corporation.
We produced over 40 million media impressions valued at over $860,000, including favorable in-language publication coverage, and reached a wide variety of key communities.