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Coming into the new year with a strategic re-focus on its legacy telecom offerings, AT&T wanted to reintroduce themselves into the market and create a connection with their social audience without pushing the hard sell. As we started thinking through ways the company has changed through the years, we couldn’t help but get in all of our nostalgic feels.
So we created the first-ever 9x16 sitcom, targeted at a nostalgic Millennial audience. Think ABC’s TGIF block, meets Mister Rogers' Neighborhood, with just a splash of Lizzie McGuire. We built a 3-wall set with space for a live audience and spared no detail.
The series ran for 12 weeks, with 13 different episodes and one after school special-style PSA about the Digital Divide, a societal issue AT&T is dedicated to tackling. More than 30 content pieces lived in and around the series, including short-form video, full-length YouTube uploads, graphic design, GIFs and audience-engaging Stories. Content living in and around the campaign asked users to decode T9 text message strings, asked for songs from their favorite personalized mixtapes, and drove users to watch the full-length videos on Instagram, YouTube and TikTok.
1.5M views, 65k engagements and 6M impressions on influencer content
Millions of Americans in rural and underserved communities are living without access to the information they need to thrive in this modern world. In the same age where technology is more advanced than ever, there are still families living with little to no connection to the broader world. This is the Digital Divide.
Leveraging fan-favorite influencers and digital creators to spread awareness of DIRECTV's entertainment offerings across the internet
To raise awareness of the Grand Ole Opry's NextStage program and celebrate the emerging artists who are selected by the Opry each year, Oust was enlisted to build out social-first campaigns each year that highlight the personalities and talents of the current NextStage class.
Drop us a line, or email us at hello@weareoust.co.
