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Cricket Wireless had a very specific problem that they wanted to solve: replace their reputation as a cheap “burner phone” provider for a new vision that highlights the importance the brand places on quality, diversity, and value.
After learning how multicultural and diverse Cricket Wireless’ customer base is, Oust developed a national, social-first campaign called Hear Me Out, as an alternative to how we often see brands reacting to isolated heritage months: once, and with little prior history of speaking specifically to that demographic.
Initially launched during Black History Month, Hear Me Out is an ongoing content series on YouTube, coordinated with an overhaul of the brand’s Instagram strategy, that focuses on AA, USH and AAPI representation year-round. With an ultimate goal of humanizing the company by featuring diverse faces and engaging storytelling, our clients were able to close the gap between what was previously considered “top funnel” advertising and content that their consumers actually want to see. Talent featured in Hear Me Out spots include Usher, Jhené Aiko, Justine Skye, Saweetie, B. Simone and Zaytoven.
30 Million+ total views and 100% growth in brand consideration. On the heels of the campaign’s success, we were asked to take over management of Cricket Wireless' Instagram channel, which quickly became the brand’s fastest-growing channel.
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