As AT&T sought to gain ground with the growing millennial market and reposition its perception as the old phone company, we introduced a national campaign with local relevance. Codes of Culture celebrates AT&T's innovation of the area code, zeroing in on the pride our customers (particularly younger audiences) feel in their hometowns and the associated area code.
As Lead Product Marketing Manager and Chief of Staff to Jay Cary, VP of Performance Marketing and Analytics, I was responsible for the integration of this campaign into AT&T's digital marketing. After reorganizing the digital marketing team for the first time since AT&T launched the very first digital ad in 1998, I oversaw the re-staffing and modernization of AT&T's digital performance measurement, optimization, creative production and technology. I also led weekly performance reporting, corrective action planning, executive communications and partner coordination to ensure successful integration with local events calendar and Retail.
Integrated across OOH, digital (display and social), and events, we saw lift in the top two box scores, ranging from 37% to 74% in a category where only 2% of the market moves to a new carrier. We also saw 110+% lift in cultural relevance in major markets across the US. The campaign has now been integrated into AT&T's always-on digital advertising strategy.
