For families who struggle to make ends meet throughout the year, the holidays can be an especially challenging time. Cricket Wireless wanted to help deserving families by giving them meaningful, much-needed gifts, so they could focus on what matters most during the holiday season – spending time together. We launched the 12 Days of Cricket campaign to show key communities that Cricket is invested in their success, while boosting awareness of the Cricket brand and its CSR initiatives.
- Social Media Campaign
- Community Relations
- Media Relations
- User-Generated Content
- Internal Communications
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: