Roadtrippin'

with

Coverage

Client: AT&T

CHALLENGE

In 2015, AT&T needed a way to cut through the noise on their social channels and connect with their community of over six million fans and followers in a focused, refreshing, and emotional way while still supporting core business objectives.

 

SOLUTION

FleishmanHillard combined owned, earned, paid and shared tactics to develop and execute a thematic content calendar centered on real-world moments-in-time that resonate on a human level. Nesting these core themes within business realities across AT&T’s consumer channels resulted in a year-long series of content which connected with the core audience
in snack-able bursts.

 

RESULTS

• >37 million impressions
• 145,000+ engagements across owned channels
• 2.7 million earned impressions
• 137,000 engagements generated through strategic influencer partnerships
• 1,300% percent increase month-over-month
• Calls-to-action solicited user-generated content from fans/followers’ own road trips

 

CREDITS:

Sean DallasKidd, Executive Creative Director

Meredith Bradshaw, Director of Digital

Jane Dam, Social Strategist

Brandi Friel, Creative Services Manager

Kelly Gube, Art Director

Andrew Peth, Editor

Vivian Hsu, Producer

SOCIAL CONTENT