The #LaterHaters campaign aims to increase constructive conversation about online "hating" while inspiring behavioral change. AT&T's KPIs are awareness and increased positive online sentiment.
Through extensive Gen Z research, we identified cyberbullying as an increasingly pervasive issue - and discovered that this generation replaced the term "cyberbullying" with "haters."
AT&T leveraged its reach and connections to help teens handle online hate. AT&T's #LaterHaters used the power of social media and influential online celebrities (Gabby Douglas, Brendan Jordan, Lizzie Velasquez, The Tannerites, Gabriel Conte, etc.) to help teens deal with online negativity.
Instagram became AT&T's lead platform for generating awareness and connecting with its audience, supplementing influencer posts with paid media to ensure reach.
#LaterHaters also implemented several Snapchat activations, using filters available exclusively to high schools in North America.
Execution - Fresh content and storytelling in three phases: Block It Out, Laugh It Out, Drown It Out.
1. Block It Out
-Created digital homebase with a microsite and Instagram.
-Launched the first of three Snapchat activations with custom #LaterHaters geofilters encouraging kids to "block out the hate," available at 21.1K high schools nationwide. Influencer and celebrity amplification on Snapchat, Instagram, Twitter and Facebook.
2. Laugh It Out
-Launched a second influencer-supported high school Snapchat activation with messaging to redirect negativity with humor.
-#LaterHaters influencers posted custom videos on YouTube addressing online cruelty.
3. Drown It Out
-Influencers kicked off "Day of Hearts" by making real connections with their super fans through messages of love.
-A cross-platform influencer-supported Snapchat geofilter activation encouraged students to spread kindness.
4. Ongoing
-Microsite refreshes to reflect content phases
-PR and earned media amplification
-"Always on" Instagram promoted content to support 24/7 messaging
