Xfinity — “Sweet Relief” social media campaign

On the heels of our agency’s “Sweet Relief” commercials for Xfinity, the client asked us to follow it up with a paid social media campaign that was loosely tied to the spots. “Loosely” being the operative word here — the social media actually didn’t necessarily need to have much at all to do with the ads, which showed the endless decisions people are faced with in their daily lives and how Xfinity simplifies it.

Sweet Relief in this case was more celebratory, building instead around tentpole moments on the entertainment calendar such as a new season of House of the Dragon or the Olympics and how that entertainment makes people feel. With that in mind, and understanding each social post would be appearing in feeds for around a month at a time (and facing a tight budget, of course), we really just set out to create sports that were memorable and people wouldn’t mind seeing pop up over and over again.

Concepts

(Art direction by Josh Lane)

Xfinity X HelloFresh

One Less Thing actually was tied to Sweet Relief in that it was intended to make life a little easier on a night where all you want to do is huddle around the TV. The client was a fan of this execution, but was ultimately concerned that it would exceed our modest budget constraints and felt more like an organic social media campaign.