Shorty Awards: Best Consumer Brand

Overview

During my time at Cricket Wireless, my team was recognized as the “Best Consumer Brand” in the 9th Annual Shorty Awards!

At that time, Cricket needed to break through the noise by driving brand awareness and discovery amongst its target segments in a crowded and competitive telecom industry.

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Strategic Approach

Cricket Wireless developed a social media content strategy to drive discovery through shareable social media content aligned with its Something to Smile About tagline. Over the course of eight months, Cricket launched a series of five highly shareable videos and supporting content across YouTube, Facebook, Twitter and Instagram that brought to life the brand's personality. The campaigns aligned with key time periods, #PhotoMombing for Mother's Day, The Unexpected John Cena Prank during the summer months, #LemonAid during back to school, A Christmas Miracle with Santa and the Salvation Army just after Thanksgiving, Alcatel VR Family Reunion in English and Spanish, just before the holidays and Live: The Tale of the Merrier Carrier during the last 24 hours to order online to get your gifts delivered.

Results

The strategy resulted in over 95 million views, 2 million engagements, 1 million shares of videos across channels and lifts in brand awareness, favorability, interest, engagement and product interest. Cricket's work was recognized by YouTube on the Ads leaderboard for four months in a row, Adage on their Viral Video Chart and by numerous other online and broadcast media outlets.