Cox went after a hard-to-reach segment with a clever campaign that includes some hilarious videos. And it has the numbers to back it up. The spots featured millennials doing millennial, hipster things to the point of parody (polishing vinyl, eating cupcakes, binge-watching while doing yarn art). The millennial Facebook campaign drove 4.4 million video views and 22.7K clicks to the site. The 18-34 demo also exhibited a higher video completion rate than the over 35s. The campaign drove order rates up to 7X higher than business-as-usual demand driving activity on Facebook.

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Commentary by Steve Effros OK, it’s the last column of the year, and most folks expect either a retrospective or a guesstimate at what’s going to happen in the next year. I’m going to do a little of

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