“Achieving trending status for #cricketnation”

51M

Impressions on Social Platforms

17M

Impressions due to Media Placements

12K+

Engagements

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Situation

AT&T was preparing to merge two leading no-contract carriers, Aio and Cricket, under the joint “Cricket Wireless” brand. The goal was to successfully launch the New Cricket brand, win positive share of voice in the no-contract space and position the brand for growth.

Strategy

  • Tackle negative sentiment in the wireless industry by reinforcing Cricket’s positive brand message, “something to smile about.” Make this message actionable through an unbranded social movement, #MissionSmile
  • Activate influencers to perform and capture random acts of kindness, distributing the content to their networks using the #MissionSmile hashtag and inspiring others to follow suit
  • Release influencer content in a series, thereby building momentum for the launch and official reveal of #MissionSmile’s affiliation with Cricket Wireless

Results

  • Earned 51 million impressions on social platforms
  • Earned media placements on top sites such as Jezebel, Entertainment Weekly and Seventeen, resulting in 17 million impressions
  • Increase of 101,700 social subscribers
  • Achieved trending status for #CricketNation on reveal day
  • Earned #CricketNation a total of 12,500 engagements through 4,300 unique people in the days following the official reveal

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