Cablefax The Magazine - July 2022 - 20
ACQUISITION MARKETING
1
ST
As Connected: Connecting You to Your Customers
To craft this heartwarming campaign highlighting the literal connection between Cox Business and small businesses and their customers,
FCB Chicago and Cox conducted interviews with small business owners who told them how the internet was increasingly critical to
their livelihood. The result was a series of spots that literally put the small business owner in the customer's world-from the florist at
a wedding to the pizza shop providing nourishment on moving day. The 360 campaign was brought to life across TV, digital, social, print
and radio, reaching potential customers and showing them the benefits of switching to Cox Business. It struck a chord, with 135,000
marketing actions taken by potential customers. That's well ahead of the campaign's 90,000 goal.
INSP's Always
On Integrated
Marketing
Time to Have
3
Hulu Campaign
Hulu's campaign helped people come to
the realization that they need the streamer
ASAP, emphasizing the thousands of
on-demand shows and movies, sports,
originals and Live TV it has to offer. To
drive home the " Time to Have Hulu " message,
the team created a video named
" Shatter " that exaggerated the realization of Hulu having
everything you love by showing folks slack-jawed, dropping
whatever they're holding and it shattering dramatically like
glass even if it wasn't glass-pizza, cacti, 100lb ahi tuna.
2
20
ND
RD
Campaign
While INSP was seeing record ratings last year, those metrics
were largely thanks to its super fans. The network wanted to
find a way to bring in more medium, light and new viewers and
build overall awareness for the brand. It found the key by shifting
from a tentpole approach for big events to targeting younger
viewers with an " Always On " message that focused on endemic
programming and immediate tune-in opportunities. The resulting
integrated marketing campaign delivered +14% HH TED Ratings
C3 Growth in Q3-Q4 2021, which was 37% over the 2021 goal. It
also drove a 38% ratings growth for weekday prime.
July 2022
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Cablefax The Magazine - July 2022
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