As AT&T navigated the pressures of the pandemic, we saw an opportunity to resurrect brand spokesperson, Lily Adams, a silver bullet in the premium telecommunications marketing space. With Lily's newly etched director credits and ability to shoot ad spots in her home, AT&T was able to create high quality content with her, using minimal production crew. This kept our production teams safe while bringing back a familiar, cheery and recognizable face to customers' TVs and devices at a time when life felt anything but familiar. As safety guidelines lightened, we smoothly transitioned Lily to a closed in-store set, leveraging hygiene masks, social distancing and other visual cues to keep pace with customers' lived experiences.
As Lead Product Marketing Manager and Chief of Staff to Valerie Vargas, SVP of Consumer Advertising, I was responsible for the week-to-week media plan, creative optimization and Kantar brand awareness reporting to senior leadership, including corrective action planning and executive communications. Throughout 2020, these ads generated brand and message recall above baseline and 8 to 14% above competitors who were still running overdone violin + "in these unprecedented times" messaging and creative. All at a critical moment for AT&T as we went all-in on the launch of our 5G network and HBO Max.
AT&T continues to feature Lily across TV and digital, consistently outperforming its competitors in the mobility market across brand awareness metrics.
