xfinity: Connecting Cultures, Growing Subscribers
xfinity: Connecting Cultures, Growing Subscribers
Summary: We helped xfinity tap into an entirely new subscriber base by connecting with Asian American audiences in ways that felt authentic, relevant, and immediate.
Xfinity, a leading cable provider under Comcast, delivers internet, TV, mobile, home phone, and home security services to millions of U.S. households. With deep experience in cable and telecom (Dish Network, Spectrum) and proven multicultural expertise (Caesars Entertainment, U.S. Army), Left Off Madison was uniquely positioned to tackle xfinity’s latest growth challenge.
When you’ve already captured 80%+ of your priority households over the last decade, where do you find growth? For xfinity, the initial answer had been add-on services, small upgrades, and retention—but the gains were minimal.
Forward-thinking leaders at xfinity identified an untapped opportunity: Asian American audiences. These audiences—Chinese, South Asian Indian, Korean, Vietnamese, and Japanese—were loyal consumers of both U.S. entertainment and programming from their countries of origin. They relied on high-speed internet and phone to stay connected with loved ones abroad. Xfinity already had a solid selection of Asian networks, and quickly expanded its portfolio.
The hurdle? Getting the word out fast enough to drive new subscriptions—while competing against entrenched habits like streaming via Sling TV, YouTube, or even pirated content. The challenge became not just awareness, but switching behavior.
We launched a full-funnel, multilingual campaign tailored to each cultural segment, in both English and native languages.
Culturally resonant creative: We spotlighted bicultural lifestyles, showing talent enjoying TV with family and friends, mixing popular cultural programming with English-language favorites.
Precision targeting: Using our proprietary audience tools, 40+Madison and Tiendita, we reached specific households and individuals—whether they were consuming English or culture-specific content in that moment.
Right-place media: Ads ran on culture-specific TV networks, top websites, and high-traffic outdoor placements in relevant communities.
Premium direct mail: Not your average cable flyer—our interactive, high-quality DM pieces invited engagement and stood out in the mailbox.
While xfinity keeps performance numbers close to the vest, they continued to invest in these audiences, expanded cultural network offerings, and even added Filipino programming—clear signs that the strategy worked.
