Social and Influencer > Social
VICE, New York / AT&T / 2015
Overview
Credits
Execution
We worked with Tumblr to create the best-in-class platform based on current best practices and user habits.
We looked at our video communications in advertising and branded content and found an opportunity to expand our voice and sentiment by playing with the visual language of our core users. From GIFs to emojis, our Tumblr took in what was happening online and made an authentic platform that gave the campaign a dynamic, young emotional core.
We used AT&T’s Facebook and Twitter, to drive engagement and conversation with users outside of their current audience to create cross-platform value with Millennials.
Outcome
AT&T’s The Mobile Movement Tumblr platform outperformed every benchmark set against it.
To date, it has achieved 223 million impressions and over 6.7 million engagements, outperforming all other brands to become the #1 brand on Tumblr. A recent post in 2015 has already broken our own record set the previous year with a GIF that organically received 388 thousand notes in 72 hours. The page has racked up 60,000 followers on Tumblr and has significantly increased brand affinity among mobile savvy consumers. Most of all, organic engagement with brand assets have generated millions of dollars of earned media value.
Strategy
With a weekly schedule of social assets focused on mobile culture and the language of a generation obsessed with technology, texting, emoji and autocorrect, The Mobile Movement quickly became one of the platform’s top brand channels.
With a weekly schedule of social assets focused on mobile culture and the language of a generation obsessed with technology, texting, emoji and autocorrect, The Mobile Movement quickly became one of the platform’s top brand channels.
Through a combination of paid distribution, optimized monthly, and earned media through user shares and engagement, we delivered over 148 million impressions and consistently over-performed against every single benchmark within the Tumblr ecosystem.
Most importantly, we created sharable assets that spoke to AT&T’s target audience, and created brand affinity and awareness through creative that spoke directly to the experience of a young person living their life through a mobile lens.
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