Because of all of the online buzz around holidays in social media, they are frequently key subjects in any brand's social media calendar. Halloween is no exception. The question is, how does a security services brand join the conversation in a meaningful and relevant way?
To answer that, we had to appeal to our audience of "Anxious Believers" and "Family Protectors" who are concerned about protecting the people and the things that they love most.
Our solution was to illustrate how ADT is truly always there for its customers through a real life example of a call that came to one of our customer service reps, Xavier Rollins. What made this call so shareworthy was his responsiveness and willingness to go along with a rather unconventional request from an ADT customer: to help her calm her young son's fear of ghosts.
We created a one-minute animated video reenacting the call and used their actual phone conversation for the audio. This brought to life the humanity of ADT as a company and a brand. By sharing a true heartfelt story, as opposed to a made-up ad, we drew attention to what differentiates us: the people of ADT, whose singular focus is helping people to feel safe.
To maximize the relevance of this story given the spirit of Halloween, we waited until just before National Ghost Hunting Day (October 1) to launch.
This story was just one of the thousands of real conversations we have with our customers daily, but the timeliness and authenticity of it helped us increase online engagement with the brand (comments, hashtag use and quality of responses), increase social mentions and build a positive perception of ADT's customer service. The video garnered over 130,000 video impressions and over 1000 links back to ADT.com. It's also been shared across Facebook, Twitter and YouTube, was applauded by Campaign magazine and Adweek, and was honored as Creative Work of the Week (US) by The Drum.
