Xfinity Unbeatable Internet with Becky G
The Challenge: Retain Hispanic business during a pivotal consumer behavior change — “the great disconnect.”
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Many brands target the Hispanic Market as a powerful growth driver increasing in size and influence. But in 2022, when customers increasingly disconnected telecomm services, Xfinity was there to reinforce our connection with Hispanics and their unbeatable decision to stay with us.
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To do so, we had to not only show them why we are the best connector, but also find the right person to spread the word. Award-winning music artist and entrepreneur Becky G was the perfect Latina voice to represent our Unbeatable suite of services and demonstrate that true connection is even more powerful and indispensable with Xfinity Unbeatable Internet.
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Together, we launched Xfinity's latest Internet offerings through the Unbeatable Internet campaign, successfully driving intent to upgrade and stay, alongside an increase in awareness and consideration by showcasing the remarkable benefits of Xfinity's Supersonic WiFi, innovative technology, and product compatibility.
English Spot
Spanish Spot
Insight: Hispanics are unbeatable in the active pursuit of their dreams
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Through audience analysis and cultural consideration, we found that Hispanics see the Internet playing a unique role in their lives. While other audiences often ask "What can the Internet do for me?" the Hispanic audience asks "What can I do with the Internet?" Hispanics take greater pride in the ownership of accomplishment, discovery and connection. Therefore, having an active role in utilizing the latest technology is more valuable than a miracle product that solves it all for you.
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This led us to consider the Spanish saying “Cuando se quiere, se puede.” When there’s a will, there’s a way. While also understood in English, the phrase holds special meaning to Hispanic Americans whose racial and ethnic backgrounds historically presented greater barriers.
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This insight speaks to the fact that Hispanics’ resourcefulness is driven by dreams and optimism, crafted with their hands and their minds and propelled by the Internet. Becky G is living proof that when Hispanics pair their talents and determination with Unbeatable Internet, dreams can become a reality. Since her early days on YouTube, she has accelerated her career through the power of the Internet, becoming a truly self-made Internet entrepreneur. Her success extends far beyond music, from founding her own makeup line and venturing into fashion as a stylish sneakerhead, to being named creative director of swimwear brand Gonza.
Campaign Strategy: Unbeatable Internet made to do anything so you can do anything
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We showed Becky G utilizing Unbeatable Internet to become unbeatable in ways that are both imaginatively inspiring and relatable to our consumers. From a galactic space race with her sister to welcoming innovative entrepreneurs to share her Supersonic Wifi, Becky G bridges fantastical similes and everyday connection needs through the cultural truth that Hispanics are uniquely Unbeatable in the pursuit of their dreams. All they need is an Internet made to do anything so you can do anything.
Results:
The Unbeatable Internet campaign exceeded expectations with all creative surpassing performance benchmarks, and with our “Dreams” :60 spot outperforming all creative in both English and Spanish. In post-creative testing, this spot demonstrated the following effectiveness:
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Overall ad performance among Total Latino Consumers was 11 points above norm (163 v. 155) and performance among Total Consumers was 8 points above norm (138 v. 130)
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Significant lift across key metrics among HM and Total Consumers:
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Creative Breakthrough
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Brand Connection
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Cultural Relevance
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Intent to Upgrade and Intent to Stay increased by 6% among Latino customers
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Becky G’s affability combined with the longer format and the story-driven creative made it a highly entertaining and unique ad among both HM and Total Market consumers.
Chick-fil-A 2022 Hispanic Market Red Couch
Los Muchachos / "Maria and The Boys"
Red Couch Campaign Platform:
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Chick-fil-A is a humble brand that never uses actors or scripts to promote themselves. Rather, they let their real guests, team members and fans tell stories for them.
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In Chick-fil-A's Red Couch spots, a real team member is showcased with a real guest, sharing a little thing that demonstrates the company's caring atmosphere.
Los Muchachos / "Maria and The Boys"
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Spotlighting the friendship between a group of Gen Z boys who are restaurant regulars, and an older team member, Maria, at a South Florida location.
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Chick-fil-A is Maria's home during the day. So, she likes to make it feel like home – a Hispanic approach to hospitality. Maria has admired Chick-fil-A since her first visit where she was astounded by the care she received. When a location opened near her in Hialeah, Florida, she immediately knew wanted to work there.
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The boys attend a nearby barber school and often visit Chick-fil-A for lunch. The visit so frequently that Maria knows all their orders by heart, and the boys endearingly call her "abuelita" – grandma. Their friendship demonstrates Chick-fil-A's dedication to care and shows the multi-generational respect and relationships which Hispanic culture cultivates.
Stand Up and Holler:
Gator Nation Giving Day
Stand Up and Holler: Gator Nation Giving Day is a 24-hour fundraising event, calling on all University of Florida alumni, students, faculty, staff, families and friends to come together to support UF and all of its areas of positive impact in the state.
Our task: plan and execute a Giving Day campaign for the College of Journalism and Communications at the University of Florida.
The primary goal was to remain the No. 1 college in total number of donations that day. Our campaign not only achieved this goal but surpassed expectations.
On this team, I strategized tactics, organized experiential events and created influencer kits.
Coca-Cola College Football 2021
In the summer of 2020, The Agency at UF worked with Coca-Cola to conduct primary and secondary research to inform a College Football campaign strategy.
As a strategist on the team, I led survey development, identified research insights and worked closely with creatives to plan tactics, design assets and write copy. Our final deliverables included primary research learnings, strategy, creative concepts and production/event planning including budget, materials and timelines.
