What they were up against.
Comcast Spotlight provides TV and digital video advertising solutions for businesses. They needed to reach those specifically responsible for making advertising decisions. Known for local market spot media buys, Comcast Spotlight was evolving its business strategy and positioning. The challenge was to develop a new integrated campaign and website to help them stand out in a cluttered and fragmented category and to be recognized as a national leader in content, technology and data for targeting across channels and devices.
What we did to help.
Yamamoto created “The Finders” campaign, built around the simple, compelling notion that Comcast Spotlight can find your audience more effectively and with higher quality content than anyone else. The campaign included a series of TV spots that stood apart in the category. We extended the concept across traditional and digital channels and built a robust new website featuring personalized content, integration of 3rd-party data and powerful new applications. Interactive maps and customized market info created a landscape of locally relevant news, success stories, market demographics and insights. Strategic digital channel plans were also created to drive leads that could be tracked through custom landing pages, call tracking and rep contacts.
Work we did:
- Brand Strategy
- Sales Tools
- Creative
- Digital Engagement
- Media Planning & Placement
- Analytics/Optimization
Video
Video
What happened next.
The award-wining Finders campaign exceeded goals in national and local leads across all industries and markets. Our goal was to build awareness and consideration with media professionals and small business decision makers, and the Finders campaign demonstrated Comcast Spotlight’s unique ability to target and reach specific audiences, across screens and devices. The results from the new website include:
- 176,099,424 impressions
- 75,279 total clicks
- 57% lift in average weekly website page views
- 82% lift in average weekly website visits