Strategic Challenge

Create an authentic content series that showcases Cricket Wireless's culture, people, and community impact while driving meaningful engagement and humanizing the brand in a telecommunications industry often perceived as impersonal and transaction-focused.

TASK

Develop a storytelling framework inspired by "Humans of New York" that would celebrate Cricket's employees across all levels - from corporate headquarters to retail stores - to foster deeper connections with customers by revealing the people behind the brand and their commitment to customer service.

Strategic Approach

Created comprehensive interview protocol to uncover authentic personal narratives

• Developed photography and video direction to capture genuine moments

• Established consistent yet flexible storytelling format that worked across platforms

• Built editorial guidelines that balanced personal stories with brand values

Results

• The "People of Cricket Nation" series transformed Cricket's social media presence from product-focused to people-centered, creating authentic connections between the brand and its customers. The campaign humanized a telecommunications company in an industry often perceived as impersonal.

  • 44 employee stories produced and distributed

  • Generated 513,174 impressions across platforms

  • Achieved 11,699 video views for employee story content

  • 5% (significantly exceeding telecommunications industry benchmarks of 0.8-1.2%)

Links:

https://www.instagram.com/p/C7ojzD0ubLN/

Partners & Credits

Results accomplished in partnership with:

• Cody Wright, Mani Escobar, Liz Bodero, Erica Rawlins

• Agency: Mekanism, YAH!

Services

• Strategic Storytelling

• Brand Storytelling

• Social Media Strategy

• Content Creation

• Community Management

• Cross-fucntional Leadership

• Content Series Development

• Editorial Direction

• Multi-Platform Content Strategy