Case
Study
We created an award-winning campaign for AT&T that brought together original content creation, cause marketing and celebrity influencers. The campaign used storytelling, the power of influence and authentic product integration to become the most successful campaign in the company’s 20 year history in the LGBT space.
500M
Total Earned Impressions
22M
Twitter Impressions
6oM
Social Media Impressions
Objectives
- Develop a high impact campaign that would authentically showcase AT&T’s commitment to the LGBT community
- Integrate product and services into content to drive brand lift and sales simultaneously
Solutions
- Developed, wrote and shot two short films featuring LGBT subjects and universal themes of life and love
- Created a microsite where people could watch and share the films, contribute their own stories in a UGC gallery, and see global engagement worldwide in real-time
- Strategically partnered AT&T with The Trevor Project, so that each share and engagement on the microsite generated a $1 donation towards anti-bullying
- Created and managed a robust celebrity influencer program to drive traffic, social conversation and media buzz
- Planned and executed traditional advertising to drive traffic, across digital, social and print
