Cablefax The Magazine - July 2022 - 27

DIGITAL MARKETING
1
ST
Be Unreasonable Brand Campaign
When Spectrum Enterprise heard repeatedly from clients that businesses that ask for what they need to succeed
are deemed unreasonable by other technology providers, the marketing team decided to invite clients to
" Be Unreasonable. " The campaign launched in November with the goals of increasing awareness of Spectrum
Enterprise, boosting favorability and driving engagement. Business and IT decision makers were targeted with a
variety of TV spots, digital banner ads, social media, site takeovers and more. The Be Unreasonable homepage
features a carousel of client " unreasonable " stories, from standing up a remote call center in two weeks to opening
20 new locations during a pandemic. On the day of the Be Unreasonable launch, Spectrum Enterprise introduced
a diverse media mix of three channels (display, video, social) spanning eight individual platforms. With the addition
of the campaign website, Spectrum Enterprise saw more than twice the amount of traffic driven to its entire site
compared to the two months prior to campaign launch. The social activation resulted in 45.5 million impressions,
with 366,000 clicks to Spectrum Enterprise's website from paid social. Paid social efforts have returned an eightfold increase in campaign site
visits, as compared to the same period in 2020. What's more, overall brand awareness was 62% higher for the target audience in footprint
after the first two months of the campaign.
Jubao Lunar
New Year Digital
Campaign
2
thefaxies.com
ND
Kitty Halftime
Show
Chinese entertainment brand Jubao is IMD's first
entry into the FAST/AVOD space. The brand was seven
months old when it launched its Lunar New Year promotion
to promote awareness of the service as well
as drive consumers to stream Jubao titles on Xumo, Xfinity and Contour
platforms. Elements of the digital campaign included working with Xumo
to add a shelf of English-subtitled content to increase engagement,
running snappy, non-skippable six-second bumpers for YouTube pre-roll,
a Lunar New Year makeover for jubaotv.com and Chinese and English ad
sets for Blip Billboards digital inventory. Social media advertising, eblasts
and digital billboards generated nearly 10 million digital impressions,
driving over 80,000 eblast opens and 40,000 clicks across platforms.
The brand awareness bumpers garnered over 1.3 million impressions.
July 2022
Animal Planet and Church & Dwight
teamed up with Clump & Seal SLIDE
kitty litter for the Kitty Halftime Show
during Puppy Bowl XVIII. Content was
rooted in custom digital video but supported by a sweepstakes,
co-branded stickers on packaging in-store, dynamic
ad products, a custom QR code, in-show moments
and more. Significantly, the content matched the playful
tone of the network and advertiser. With over 27 million
impressions on integrated social content and over 872,000
sweepstakes entries, it was the purr-fect combo.
3
RD
27
PLACE
PLACE
PLACE
https://www.jubaotv.com http://www.thefaxies.com

Cablefax The Magazine - July 2022

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