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.

Services Provided For This Project:

Multicultural Consultation
Target Audience Assessment
Consumer Insights
Strategy
Direct-to-Consumer
Media Planning & Buying
Digital Media Planning & Buying
Creative
Production
Ad Operations

Xfinity, under Comcast, delivers internet, TV, mobile, phone, and home security to millions of U.S. households. With deep telecom experience (Dish, Spectrum) and proven multicultural chops (Caesars, U.S. Army), Left Off Madison was uniquely positioned to take on Xfinity’s next growth challenge.

After capturing 80%+ of priority households over the past decade, growth from add-ons, small upgrades, and retention had slowed.

Xfinity’s leadership saw untapped potential: Asian American audiences—Chinese, South Asian Indian, Korean, Vietnamese, Japanese—who consumed both U.S. and international programming and relied on high-speed internet and phone to connect with loved ones abroad. Xfinity already offered strong Asian network options but few knew about the packages offered.

The real hurdle: spreading the word fast enough to drive subscriptions while competing against ingrained habits like Sling TV, YouTube, Viki, Hulu, and pirated content. The challenge wasn’t just awareness, but switching behavior.

We launched a full-funnel, multilingual campaign tailored to each cultural segment, in both English and native languages. English language had been the priority as it is the more dominant language consumed by 1.5 and 2.0+ generations— the children of parents who wanted / needed the in-language entertainment packages.

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.

Open magazine spread with content about different cultural markets, including Japanese and Filipino markets, and a promotional advertisement for Xfinity's in-home WiFi. The spread features images of women enjoying outdoor activities and a family sitting on rocks by a tent, with text highlighting work and family experiences.
An advertisement hanging from the ceiling of a modern building showing a group of people enjoying a picnic under cherry blossom trees outside. The lower part of the ad promotes Xfinity's cloud-based DVR service with images of devices and the text, 'Now Hanami lasts all summer long.'

Behind Every Category or Client Logo Are Advertising Moves Powering Growth