About the Project
PURPOSE: A major telecommunications brand sought to build engagement and increase upsell among its African American current customer base while also gaining market share among non-subscribers.
- African Americans comprise a growing 13% of the US population with an estimated buying power of $1.1 trillion in 2015. (Nielsen)
- A majority are under 30 and tend to be early adopters of new technologies and communication tools. (Selig Center for Economic Growth)
- The most popular programming in African American households are those starring Black characters, sports, variety shows with diverse contestants, reality shows and award shows. (Nielsen)
THE ECLIPSE SOLUTION: We created an engaging and targeted direct marketing tool that sends a positive message about the diversity of programming and communication options available through the telecommunications brand. With exclusive interviews, Black History Month specials, and targeted offers, this tactic conveyed that the telecommunications provider took the time to understand what engages the African-American TV viewer, and appreciate the cultural significances that are so highly valued among the demographic.
We recommend this tactic be part of an ongoing communications program with frequent touchpoints including print and digital tactics.