Nominations for deserving friends and families were solicited through a clever, multi-platform social media campaign that featured UGC-style videos based on the concept of being “Awfully Thoughtful” – spotlighting stories of bad gifts that were given with the best of intentions. Because it’s truly the thought that counts, this lighthearted content provided a seamless segue way to ask viewers to consider who could benefit from a bit of thoughtfulness and support during the holiday season.
The nomination period lasted 12 days. Cricket then surprised 144 deserving families (12 families in 12 cities) with over $1,000 in gifts, including a gift card, holiday meal on Cricket and year of free service.
The 12 Days of Cricket campaign allowed Cricket Wireless to engage with communities in a meaningful way, and the response to the campaign was overwhelming – internally and externally.
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Meet the JS team that helped Cricket Wireless bring its brand tenant of to being “your friend in wireless” to life: