It takes a special kind of courage to walk into a burning building; to answer a call for help; to save a life; to serve and protect. So when we were tasked with revitalizing Verizon Frontline’s social media presence to connect with these heroic first responders, we knew we needed to convey a deep understanding of their work and their needs. In order to stand out, we’d need to demonstrate what sets Verizon Frontline apart: real people with real experience on the front lines.
Our research revealed that first responders are a close-knit group with a strong work ethic who place a premium on authenticity. For them, the mission extends beyond work, shaping their lifestyle and identity. This insight, combined with our extensive field experience, provided a unique opportunity to demonstrate what makes Verizon Frontline the right partner on the front lines.
We aimed to prove that Verizon Frontline isn't just a brand targeting first responders; it's composed of first responders themselves in both the Verizon First Responder Advisory Council (VFRAC) and the Verizon Frontline Crisis Response Team (VFCRT). We saw the chance to share the heroic stories and experiences of the teams behind Verizon Frontline: the VFCRT and VFRAC members. Enter: "Faces of Verizon Frontline," a docu-style content series created to humanize the brand, the missions it serves, and connect to our audience on a deeper level. By showcasing the valor and commitment of first responders alongside Verizon Frontline's advanced technology, we underscore our dedication to public safety.
Real People, Real Stories
Historically, the brand hasn't highlighted the incredible work happening behind the scenes. Our mission was to create a content series that humanizes, inspires, and connects with our audience through real stories. As our first Verizon Frontline production, we were tasked with delivering high-impact, social-first content that maximized both reach and longevity, sustaining us with content for over half a year. Achieving this required extensive planning to ensure each piece of content resonated in an authentic way and had a purpose within the larger story. This included thoughtfully capturing key moments, trends, and executing b-roll to enhance the work.
Maximizing Impact: Proving the Power and Efficiency of Social-Led Content
With this, we needed to prove the value of a social-led production by demonstrating the power of real, meaningful content, extending its impact well beyond the initial scope. By collaborating with global creative partners in South Africa, we worked seamlessly around the clock to maintain production schedules.
In just two days, we captured four powerful, docu-style stories spanning across 20+ assets that showcased how Verizon technology supports daily operations for first responders and the value our partnership can bring.
Key stories:
Sal and Bill now provide strategic input as part of VFRAC, while Jake Hayes and Tetoya Gibson lead disaster response efforts, supporting first responders with mission-critical communications.
The series, “Faces of Verizon Frontline,” showcases the courage and dedication of first responders, while underscoring Verizon Frontline’s commitment to public safety and first responders.
Real Stories, Real Impact
The series launched as an entirely organic social campaign, with paid amplification planned for Q4 2024. Despite lack of paid media support, the series outperformed expectations, achieving remarkable engagement across platforms, surpassing benchmarks.
Central to the campaign were the voices of former first responders—heroes whose real-life stories showcased the strength of our partnership, without focusing on products. These personal accounts showcased the human side of the brand, building an emotional connection that allowed viewers to see the impact of our work from those on the frontlines.
Beyond Social: Trust & Collaboration
The campaign's success extended beyond social media when content was requested to support direct marketing efforts and even in-office displays. Its authenticity and emotional resonance made it a valuable asset across the organization, encouraging greater collaboration and solidifying the importance of social-first content to fuel more social-led work like this.
Overall Results:
Platform-Specific Success (*compared to non-Faces of Verizon Frontline content):
X (formerly Twitter)*:
LinkedIn*:
