Xfinity - Can Your Internet Do That?

People love to hate Xfinity. And while the brand has made strides in addressing key issues like customer service, half of people still don’t trust the brand. They view Xfinity internet as high quality, but think it’s expensive. Our challenge was to open more people up to Xfinity internet and show them the value of it.

As a first step, we needed a friendly spokesperson to humanize the brand. So we enlisted NBC comedy legend Amy Poehler to drive affinity. Amy was widely known by audiences and universally loved across demographics. Her warm sense of humor also resonated with people and she was able to leverage humor in service of our product messages to help make them stickier.

Most importantly, we had to find a way to make an invisible product visible and emphasize the benefit and value of our products. We tested a mix of graphic animations and live action demos to determine which approach was most effective in highlighting the free features of Xfinity internet such as WiFi security, content, and streaming boxes. And to show the benefit of our products, we featured relatable connectivity pain points and use cases that our internet solved for.

Through extensive analysis and refinement, the Can Your Internet Do That platform with Amy Poehler has become one of the highest-performing campaigns in terms of short-term sales and creative engagement.