A woman taking a selfie with a person dressed in a large green costume resembling a plant or character, at a cricket event, with a caption indicating excessive celebration in the Cricket Fan Zone.

HBCU Community Partnership

Strategic Challenge

Increase Cricket Wireless's market share among Black customers by transforming the existing HBCU sponsorship assets into authentic social media content that would build brand awareness and loyalty within the HBCU community.

TASK

Develop a comprehensive social media strategy to leverage Cricket's HBCU sponsorships (including Celebration Bowl, MEAC/SWAC Challenge, and National Battle of the Bands) to create awareness, engage the community, and build brand love among Black consumers, ultimately contributing to increased market share.

Action

Leveraged the HBCU Campus Ambassador Program (a key element of Cricket's sponsorship) through strategic social media initiatives:

  • Student Content Creators - Developed ambassadors as authentic content creators who could share the HBCU experience from within

  • Featured Role in Campaigns - Elevated ambassadors' voices by featuring them prominently in social media content and national campaigns

  • Community Giveback Initiative - Created program for ambassadors to receive $3,000 grants to invest in passion projects within their communities

  • Leadership Opportunities - Provided ambassadors with leadership roles in major campaigns, including Black History Month

Cross-Platform Storytelling - Developed comprehensive content strategy that showcased ambassador stories across all social platforms

Results

  • Successfully transformed traditional sponsorship assets into authentic community connections, creating meaningful brand engagement that contributed to increased market share among Black consumers. The program established Cricket as a brand that genuinely supports and invests in the HBCU community, building brand love and loyalty that extended beyond traditional marketing.

    • Produced 535 strategic posts across HBCU initiatives

    • Generated 8.88M impressions across all HBCU content

    • Achieved 100.7K meaningful engagements

    • Drove 4.27M video views across platforms

    • Maintained 2% average engagement rate (significantly above industry benchmarks)

Links

https://www.instagram.com/p/DDkXvC7yR_t/

https://www.instagram.com/p/DDkqRmqyAM4/

https://www.instagram.com/p/C56Khn4xLY1/

https://www.instagram.com/p/C32mj5vOAf2/

https://www.instagram.com/p/C2QKiz5u-Q0/

https://www.instagram.com/p/C072sHlLiXL/

Partners & Credits

Results accomplished in partnership with:

  • Agencies: Mekanism, YAH!, Dieste, ARGONAUT

  • Team: PJ Parr, Cindy Rozier, Shelly Anne Wilson, Cody Wright, Liz Bodero, Erica Rawlins

  • Campus Ambassadors across multiple HBCUs

  • ESPN Events (Cricket Celebration Bowl and MEAC/SWAC Challenge)

Services

  • Strategic Partnership Development

  • Influencer/Ambassador Program Management

  • Content Strategy

  • Community Engagement

  • Cultural Campaign Development

  • Social Media Strategy

  • Talent Development

  • Event Social Media Marketing

  • Sponsorship Activation


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