Armed with a tiny budget, IMD set out to promote new programs on Italian-language premium network Mediaset Italia—particularly to key Italian DMAs in Comcast’s footprint. First step was research, with 2020 subscription performance showing the channel was a strong brand that grew despite pandemic conditions, which included many dramas and reality television programs running as repeats in light of Italy’s prolonged lockdown. The IMD team customized its marketing for each of Comcast’s three divisions: West Division, Central Division and Northeast Division. For summer (West and Northeast Divisions), the creative featured an exuberant woman gazing over a stunning Italia vista, with an accompanying motif of summer-season lemons popular on the Amalfi Coast. The headline “Summer entertainment that sizzles” played off a new summer drama, and a fresh season of the wildly popular “Temptation Island” (Italy). For fall (Central Division), playing off the October timing of Italian Heritage Month, three generations of Italian men enjoy a meal on the patio, with a headline that reminds consumers that Mediaset Italia offers their connection to Italy. The West Division campaign was executed in July, August and September and included print, a targeted eblast and both Google AdWords display ads and Instagram feed/Stories ads. The Northeast Division preferred a print-only approach, so IMD targeted the top Italian community newspapers in that region in August and September. Central Division went in market in October, just in time for Italian Heritage Month, with select print, a targeted eblast and both Google AdWords display ads and Instagram feed/Stories ads. The total cost of the IMD campaign was $18,200. IMD saw subscription growth of 2.5% over the campaign period, across all divisions. Central and Northeast saw especially large gains, growing by 5.32% and 1.09%, respectively. West, the most mature market of the three, saw overall growth of 0.6% during the campaign, with a gain of 1.27% during July, when the majority of tactics first hit the market.