AT&T                                                                                                   Other Projects

Challenge:
AT&T tapped WP Integrated Marketing to maximize awareness around the AT&T Code of Culture campaign. We developed and executed an African American targeted campaign including beauty salon and barbershop influencer outreach, experiential activations and social media management . It was supported with custom content integrations, creating an audio experience of the code through custom radio programming, grassroots OOH, display and social.


Solution: 
Understanding the cultural significance of beauty salons and barbershops as a way to drive buzz and WOM within the African-American community, WPIM activated selected beauty and barbershops in the top AA markets across the nation. Beauty and barbershop activations included customized ‘in-store’ merchandising to enhance the barber and beauty shop experience for AA patrons as well as street teaming activities to increase awareness.


Salon Takeovers and Screening Parties
To promote the AT&T Cultural Codes campaign our ambassadors distributed branded premium assets (designed and developed as custom pieces for salon distribution) to top beauty salons and barbershops in key markets . The branded swag and subsequent distribution were an effective way to reach a captive AA consumer, while organically messaging about AT&T through branded premiums. The branded swag items served as a conversation starter and buzz driver of the AT&T brand through an interactive and immersive experience.

Social Media Strategy
Tasked with coordinating salon social media, we developed a curated list of beauty salon influencers with engaged fan bases that aligned with AT&T's target demographic. To maximize reach, we worked with salon/barber influencers to develop creative concepts that felt authentic to their followers.

Driving conversation in the community
Shared on Facebook, Instagram, Twitter, AT&T beauty and barbershop experience was a hit among AA consumers.

AT&T

 

Loading...
Previous | Next
Loading...