AT&T  |  Arbitrary Content  |  2014



Problem

Their Net Promoter Score (NPS - how likely you are to recommend a company) was really low.  



Solution

So we created an experiment to see if social content influences the perception of how people feel

about AT&T.  Creating an human emotional connection with young, US Hispanic consumers through culturally

relevant content that helps users tell their stories and connect to the things they love. Showcase that AT&T

knows what it means to be a Hispanic Millenial, birding the gap between two different worlds and cultures.