Cricket Wireless: Distinguishing Itself in a Competitive Prepaid Market

Challenge

AT&T acquired Leap Wireless and relaunched the Cricket Wireless brand on a new network. Cricket Wireless had a perception problem based on its legacy of poor network coverage and service offerings.

Approach

My communications team worked closely with the marketing and product teams to develop an integrated, proactive plan to reframe the company narrative for media, analysts, and consumers. We began by crafting our core message set and securing briefings with key industry media and analysts to update them on Cricket's business and new approach post-acquisition. We then implemented a consistent stream of news and organic content to reinforce and reposition the brand with target audiences. Finally, leveraging the legacy brand's commitment to community, we launched a purpose-driven philanthropic campaign to support local organizations and engage employees.

Coverage Secured