Getting Connected With Local Customers

The Challenge

AT&T had a variety of low penetration markets that were historically unsuccessful in driving sales. Fusion92 was engaged to develop a strategy to combat the losses. One of the first markets to launch was Detroit, MI.

The Solution

Fusion92 determined the best approach was for AT&T to think and act like a local company. We created an omni-channel program called “Go Local,” designed to work as an overlay to AT&T’s business-as-usual advertising and marketing efforts. The campaign was built around the idea that the majority of consumers rely on word-of-mouth for their cable provider – recommendations from friends, family and neighbors. As such, we showcased local U–verse customers telling their story of why they switched to U-verse. The campaign relied heavily on digital to drive sales, including tactics such as email, online video ads, a dedicated microsite, display ads, PPC and social.

The Results

Overall, the Detroit Go Local 2013 program garnered a whopping 53% lift in sales for the market. The combination of email, PPC and display ads was highly effective and provided 47% of total program sales.