Challenge
Verizon is globally recognized, but primarily as a wireless provider. The company wanted to shift consumer perception and engage audiences more authentically and organically to fuel growth.
Solution
To help position Verizon as a technology solutions leader, we developed a new content platform addressing parents’ pressing concerns about phone and internet use. Our work included a new content strategy, user experience and journey mapping, and ownable content (including influencer, paid social, organic social and website).
Results
Verizon saw a 10% surge in B2C sales influenced by the new content programs. In addition, the brand’s site engagement rates doubled, web traffic increased by 30% year over year and 33% of product page visitors downloaded gated content.
Inspiring trust and brand affinity by addressing technology questions
Verizon had the opportunity to demonstrate that it understands the critical role technology plays at home—and how that role changes with each life stage. With an omnichannel content strategy, we connected with consumers wherever they were to provide relevant content on topics important to parents.
Telling the stories parents want to read
Need to find the best VR headset for your teen? Want to learn how gaming can help build resilience in kids? Or interested in understanding the connection between screen time and sleep? You’ll find it all in Parenting in a Digital World, a resource we created to offer curated topic- and age-based content for parents.
- Reinforced the omnichannel strategy by aligning paid and organic social campaigns with on-site promos
- Used storytelling to build ownable moments that demonstrate how Verizon understands the concerns parents have about technology use at home
- Strengthened a sense of affinity and community with a gated landing page and downloadable e-book
Meeting audiences where they are
We also identified strategic ways to connect with audiences outside the core program website. To this end, we launched and managed influencer programs, a push notification initiative and multiple digital wellness campaigns. We combined geotargeting with media placements across YouTube, Spotify, streaming TV, broadcast TV and radio to drive thousands of new visits to Verizon’s content.
Long-term loyalty
What started as a six-month project has expanded into a partnership spanning several years. Verizon’s content program has grown as well. To match that growth, we developed an entirely new site structure and experience.
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