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Charter Communications

Creative Social
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Charter Back to School: Building Buzz with Buzzfeed

Challenge

Back to school is a critical time for marketers throughout the country and notoriously difficult. With thousands of marketers competing for attention from already distracted college students, it can be difficult to break through the clutter and get noticed. For Charter, back to school is an important time to connect with college students flocking back to campuses and hungry for new Internet and video connections.

Strategy

To drive interest, engagement and sales, we launched Major You, an online quiz that tapped into entertainment culture to see what your “major” in life is, building on success from the previous year. To support, we crafted a comprehensive social content strategy to deliver the product-centric messaging in a way that would engage and entertain. Specifically:

  1. Social Posting: A variety of product-centric and sweepstakes-focused content distributed organically through social media postings on Facebook and Twitter.
  2. Buzzfeed: Two listicles written by a comedy writer posted to Buzzfeed touting the benefits of high speed Internet and 200+ HD channels.
  3. Paid Media: Paid social media placements on Facebook and Twitter targeted to college students whose schools were within Charter’s footprint featuring product benefits, encouraging sweepstakes entries and promoting the listicles posted on Buzzfeed.

Results

  • Over 1.3 million total sweepstakes entries.
  • Over 1.06 million organic social impressions achieved with a 0.59% engagement rate, resulting in 49 total orders.
  • The listicles on Buzzfeed received 24,787 organic impressions with a 0.4% engagement rate.
  • Paid media placements reached over 4.8 million impressions, resulting in a CTR of 0.69%, over 4,000 sweepstakes entries and 93 checkouts.
  • Users who were exposed to the paid media placements featuring the listicles on Buzzfeed accounted for 7% of the total paid media generated sweepstakes entries and 20% of the total paid media generated checkouts.
  • The listicles are still continuing to get views on Buzzfeed today.