Strategy
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Strategy ✩
XFINITY
“8 in 10 viewers had a more favorable opinion of Xfinity after viewing this content (in comparison to 5 in 10 for Season 1)”
EARNED MEDIA
STRATEGY & EXECUTION
The development of this content was driven by a dual purpose: to highlight Xfinity’s 10G connection and to produce an authentic house party vibe that resonated beyond the screen. This project was a celebration of Black Music Month, bringing together Black musicians from diverse backgrounds to collaborate in ways they typically wouldn’t. We orchestrated a unique ensemble, featuring a talk box artist, a trumpet player, a standup bassist, a drummer, and choir singers, to craft an innovative sound that captured the essence of inclusivity and empowerment of Black creatives. Further bridging the gap between generations, we had the emerging & Grammy award winning artist Coco Jones perform a music cover that honored the past while appealing to contemporary audiences.
RESULTS
We met our goal of making a mark on culture as this year’s installment far exceeded benchmarks derived from our inaugural season. We found that our audience continued to love the music videos we produced with 7.6MM + views for the series (73% above goal). Following the premiere of the second season of ‘The Link Up’, the #000000 Research & Insights team conducted a “Brand Uplift” study to assess Xfinity’s brand perception, evaluate brand lift, and content reception to the branded series. While this was a collaboration in response to Black Music Month and our viewers felt this was the best time to release the video, many felt so moved by the content that respondents stated they would be open to seeing this type of content any any time of the year, as any time is an ideal time to celebrate Black excellence.
Below are 5 other key takeaways from the study:
89% brand recall post-exposure
7 in 10 rated the content itself ‘excellent’ or ‘very good’
74% of viewers more likely to consider Xfinity next time they’re in the market after viewing this content
The cast
Starring Grammy Award-winning artist Coco Jones, brought together a diverse array of Black artists to recreate R&B classics within an immersive production that’s primary initiative was to spotlight Xfinity as a leading network provider and boost awareness among our viewers.
Coco Jones, Lead Vocalist
Aneesa Strings, Bass
Andre Troutman, Talk Box
Jamese Moses, Snare Drum
J. Chantel, Trumpet
Keisha Renee and Shaleah Nikole, Background Vocalists