In 2017, Verizon was the category leader with over 130 million customers. But millennials, were showing a growing allegiance to T-Mobile. Verizon needed to create more positive brand experiences for younger customers and the answer was Verizon Up, a program that rewarded you with stuff like a coffee or once-in-a-lifetime experience for Camila Cabello fans. Our objective was to raise awareness of the Verizon Up and our Camila Cabello music partnership.
Verizon helped launch Camila Cabello's highly anticipated second studio album ‘Romance' with an exclusive fan experience.
Camila uses Twitter to connect with her fans on a personal level. So we called on fans to ask her all their burning questions about love, life and the new album Romance for a chance to get them answered live on air.
Our Twitter units hit the heartstrings of fans and collectively received over 42,000 responses with #VerizonUp. To drive viewership to the livestream 'Camila Talks Romance' we used the Twitter heart-to-remind unit to notify responders with a personal invitation to tune in moments before it started.
The authentically candid questions made for a livestream that people loved with a number of heartfelt moments that no one saw coming.
Our livestream ‘Camila Talks Romance’ garnered over 1.3MM views and the next day replays delivered 910K video views.
Five paid posts on Twitter successfully built anticipation for the livestream with over 42K responses submitted and over 42K social mentions of Verizon Up and Camila Cabello.
The livestream was generated over 232K engagements and over 42K social mentions of Verizon Up and Camila Cabello.
