Background:

AT&T’s mission is to connect people with their world and empower them to create and discover more. As part of its commitment to diversity, AT&T launched its #DreamInBlack campaign in 2019, celebrating black culture, innovation, and achievements.

Challenge:

AT&T approached our marketing agency with the challenge of developing and executing a social media strategy for its 2021 #DreamInBlack campaign. The goal was to increase brand awareness, amplify the social conversation, and generate engagement around the initiative.

SOLUTION: Long Tail delivered and executed a comprehensive social media strategy that leveraged influencers, social videos, and Twitter parties to promote the #DreamInBlack campaign. Long Tail identified and booked 18 influencers to create social media content and generate conversations around the campaign. The influencers were selected based on their ability to connect with the campaign's target audience, which is black millennials and Gen Z.

Long Tail created more than 150 posts and ten social videos in one month to promote the campaign. The content included inspirational stories, interviews with influencers, and information about the campaign's events. Long Tail also developed a copywriting strategy that focused on storytelling, encouraging people to share their dreams and aspirations.

We organized two Twitter parties to increase engagement around the campaign. The parties were hosted by two of the influencers, who facilitated conversations around the campaign's themes. The Twitter parties generated a significant increase in engagement and helped to amplify the social conversation around the campaign.

Finally, The Long Tail team provided detailed analytics on the campaign's performance, including impressions, reach, and engagement. The campaign generated 411.2M impressions, reached 68M people, and received 839.7k engagements.

Results: 

• 411.2M Impressions. 

• 68M in reach.

• 839.7k engagements