Objectives

To combat negative perceptions and strengthen the brand's positioning as a company committed to local communities, Windstream & kbs+ launched a branded content platform, Locally Crafted, that shined a spotlight on the often overlooked faces and places from across Windstream service areas. The program weaved together an authentic tapestry of stories about heritage, tradition, and craftsmanship that tied together the communities Windstream serves.

In the first six months, Locally Crafted contributed to the first increase in net subscribers in Windstream's largest market for the first time in a decade.

Strategy and Execution

OBJECTIVE

Our primary objective was to decrease persistent negative perceptions of the Windstream brand within their major markets and rural service areas. Secondarily, we wanted to highlight Windstream's commitment to the small towns and rural areas of America that are often underserviced.

All in an effort to increase new unit sales and decrease customer churn.

KEY FEATURES

Since June 2014, we've produced and distributed original content that showcases the best of independent, local culture from entrepreneurs and craftsmen to bloggers and musicians. We've focused our narratives solely on the individuals featured, leaving our product and sales messaging to other initiatives and channels.

Content Creation

• 50+ pieces of original content including mini-documentaries, blogger interviews, and editorial coverage of local musicians and venues
• Content partnerships with independent authors and Fuse.TV

Distribution & Amplification

• Dedicated Locally Crafted Tumblr acting as the content hub
• Distribution via owned channels including social channels (Facebook, Twitter, and YouTube), CRM, employee communications, and Windstream.net.
• Paid media support including paid social (Facebook, Twitter, and Tumblr), Outbrain, and paid search

RESULTS:

Locally Crafted has been well received by our target audience increasing positive engagements on owned social channels and, more importantly, contributing to an increase in Windstream subscribers.

• 200%+ Increase in Engagement on Owned Social Channels
• 63.2 Million Paid & Earned Impressions including coverage from the Lincoln Journal Star and New York Times
• Increase in net subscribers in Windstream's largest market for the first time in a decade

WHY THE ENTRY DESERVES TO WIN

Through this effort, we were able to exceed our business and brand objectives. But above all, we provided an opportunity to those that matter most to us to tell their story in a way they thought unimaginable:

"OMG!!! It gave me the goose bumps. [The video] turned out so amazing, so amazing. I cannot believe how much passion came out in that. You guys truly captured what we are about. Thank you so much!! I hope Windstream was as excited about it as we all were. FYI, little tears…" – Christopher James, Porridge Papers, Featured in Locally Crafted

"Someone already called me this morning from Indianapolis and ordered a dog collar and a bracelet after reading about me in the New York Times." – Claire Painter, Clever with Leather, Featured in Locally Crafted

"I LOVE it. It is truly amazing how all those hours of footage were so skillfully edited down into such a thoughtful, polished and moving piece." – Corrie Woods, Lichty Guitars, Featured in Locally Crafted

"They're just beautiful little films, I wouldn't classify them as ads." – Barbara Lippert, Editor at Large, MediaPost, as quoted in the New York Times story, "A Video Series Turns a Spotlight on Local Artists," Sept. 10, 2014

Media