Green background with the text 'cricket Creators '24' in bold black and white letters.

Creator Network Development - CRICKET WIRELESS

Strategic Challenge

Develop a scalable creator program that maintains authenticity while driving measurable results in a competitive telecommunications industry where 92% of consumers trust content creators more than brand advertising.

TASK

Transform Cricket Wireless's fragmented creator initiatives into a cohesive, integrated network that improves brand perception and consideration while creating content that resonates authentically with target audiences.

Strategic Approach

Program Development

  • Created comprehensive selection criteria based on audience demographics, engagement rates, personal brand alignment, and creator verticals

  • Established clear performance metrics focused on engagement quality over quantity

  • Developed flexible content frameworks that balanced brand messaging with creator authenticity

  • Implemented streamlined approval processes that maintained quality while preserving creator voice

Creator Management

  • Selected diverse group of creators across lifestyle, fashion, entertainment, and sports verticals

  • Provided creative direction that aligned with Cricket's brand values while leveraging each creator's unique style

  • Implemented robust performance tracking to measure impact across platforms

  • Fostered genuine relationships through in-person summits and consistent communication

Results

  • The program transformed Cricket's decentralized creator initiatives into an integrated strategy by converting from disconnected, one-off creator posts to a cohesive, year-long partnership model, building relationships with creators who authentically represented the brand's values, focusing on authentic content that maintained each creator's unique voice while delivering on brand objectives, coordinating cross-functional stakeholders (social, advertising, PR, and multicultural teams) around shared creator resources.

    • 6.5% Average Engagement Rate – more than double Cricket's owned social media (3% average)

    • 30K+ Total Engagements across Instagram, TikTok, and creator platforms

    • 595K+ Total Video Views demonstrating strong content performance

    • 100+ Total Posts including contracted content, incremental opportunities, and added value

    Platform-Specific Impact

    • TikTok Performance: Highest engagement rates (13.5% top performer) with strong performance for behind-the-scenes content

    • Instagram Performance: Successful content integration with main Cricket channels, driving significant cross-promotion benefits

    • Creator Content: Consistently outperformed brand benchmarks, with some creators achieving 10× industry standard engagement

Links

https://www.linkedin.com/feed/update/urn:li:activity:7229148497705381891/

https://www.instagram.com/p/DDp0U9-TU73/

https://www.instagram.com/p/DDj_E7qODJC/

https://www.instagram.com/p/DDIZH64ySRa/

https://www.instagram.com/p/C90YoFSSmEH/

https://www.instagram.com/p/C9Npb5zyDVn/

https://www.instagram.com/p/C8wqDm2R8CO/?img_index=1

Partners & Credits

Results accomplished in partnership with:

  • Mekanism, Argonaut, Dieste, Hearts & Science

  • Cricket Marketing Teams

  • Cody Wright, Liz Bodero, Cindy Rozier

Services

  • Strategic Creator Program Development

  • Influencer Marketing

  • Social Media Strategy

  • Integrated Marketing Strategy

  • Community Management

  • Partnership Marketing

  • Content Framework Creation

  • Performance Measurement

  • Cross-Functional Leadershi