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Lizette Resendez
Creative Director | Copy | Strategy
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COMCAST
Comcast needed help planning the content and messaging for an email marketing program consisting of 15 customer-facing emails over three months promoting and driving awareness for the 2018 Winter Olympics in Pyeongchang.
Our approach
•Take inventory of Olympics-related content we had to work with
•Consider engaging content we’d want to create (polls, dynamic content, countdowns)
•Plan how messaging would change across multiple touches throughout the campaign
•Wireframe content and messaging across all emails for various audiences
The results
–The “Tune In” emails saw a 78% lift in opens vs. 2016 Rio Summer Olympics campaigns
–We were able to plan for and implement engaging MovableInk elements like countdown clocks, live medal counts and polls to bring useful, relevant content for customers up front
–Almost 1 million unique people engaged with at least 5+ campaigns
–We met Comcast’s goal of driving awareness and watch behavior / engagement across devices
In addition, we reduced the number of kickoff calls and last-minute changes typically required for a campaign of this size, and were able to create a cohesive, compelling narrative and look across all campaigns. Our efforts on this campaign led to Comcast requesting our content strategy services for all of their monthly customer newsletters going forward (about seven different newsletters geared to different audiences a month).