Xfinity Mobile - Data in Dollars

Getting people to switch wireless providers is an uphill battle. There’s relatively high customer loyalty and most folks don’t want to deal with the perceived hassle of changing service. The good news is that Xfinity Mobile saves a lot over the bigger providers, but to get people to switch we needed to bring our savings story to life in more relatable and tangible ways.

Looking at our target audience, they were big users of YouTube for entertainment, information, and education. We wondered if Xfinity Mobile could show them how much their YouTube habits were costing them with their current provider.

We partnered with YouTube to turn pre-roll ads into price tags by calculating how much money people were spending on data with a competitor to stream an upcoming YouTube video. We then identified the types of videos our audience would likely be watching and created bespoke ads that would play before that content (sports highlights, gaming, music videos, movie trailers, how-to videos).

The Data in Dollars campaign stood out and successfully captured our competitive customer's attention. In the first two weeks of the campaign, Xfinity Mobile site traffic increased three times and we beat our conversion goals by two fold.