With cord cutting increasingly looming over the industry, Comcast’s Multicultural Marketing Communications team targeted one at-risk segment known as “bicultural Hispanics.” This group, whose tastes straddle multiple cultures beyond traditional Latino preferences, prompted José Vélez-Silva, Comcast’s Executive Director of Multicultural Marketing Communications, to rally his team to adopt a “people first” approach to marketing, shining the spotlight on what their products mean to people instead of simply highlighting features and attributes. The resulting advertising campaign, “Because I Can”, drove positive brand associations, differentiation and likelihood to call among Biculturals. In 2014, the campaign helped increase brand consideration among Bicultural and Total Hispanic audiences by 11% and increased Hispanic Bicultural non-subscriber consideration +6 points over Non-Hispanic. Hispanic subscribers grew by 5.5% YOY, a growth 5 times higher than for Non-Hispanics. Since then, the “people first” approach has become the standard for all brand and subscriber based advertising communications for XFINITY.