Elevating AT&T’s 5G Narrative
Introduction and Strategy
Challenge
Many carriers offer similar network speeds and coverage, leading to challenges in distinguishing their 5G offerings from competitors. The technical details of 5G can be complex and difficult for the average consumer to understand, making it challenging to communicate unique benefits effectively. Consumers and news media had preconceived notions about 5G that did not align with the actual benefits offered by different carriers like AT&T, further complicating differentiation efforts.
Lastly, the industry was suffering from over-hype of the promise of 5G tech - the market was crowded with multiple carriers aggressively marketing their 5G capabilities, leading to a noisy environment where standing out is difficult.
Approach
As part of my role in leading AT&T's wireless PR initiatives, I spearheaded a comprehensive campaign to educate consumers and news media about AT&T's unique approach to 5G and its transformative impact on various vertical sectors. Collaborating with product, marketing teams and agency partners, we developed a 5G thought leadership campaign that included a multifaceted strategy encompassing owned and earned events, meticulously developed content such as blogs and social storytelling, and strategic collaborations with social influencers and partners.
By leveraging these elements, we effectively communicated the innovative potential of AT&T's 5G technology, highlighting its benefits and applications across different industries, thereby establishing AT&T as a leader in the 5G space.
We kicked off with a massive event in New York where we hosted 40+ news media and influencers, creating hands-on experiences across our key verticals including gaming, sports and education.
Results and Content Development
Media Results
The campaign generated over 1 billion media impressions and 114 million social impressions and enabled us to create a long tail drumbeat of news coverage and momentum around AT&T’s 5G focus.
Content Surround Sound
Elevate your brand’s narrative today.
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bentoncgllc@gmail.com