Challenge: Help Cricket Wireless gain a reputation for quality, diversity, and value in a world where they are known as the “burner phone” (i.e., cheap) provider.
Solution: After learning how multicultural and diverse Cricket’s customer base is, Oust developed a national, social-first campaign called Hear Me Out as an alternative to how we often see brands reacting to isolated heritage months: once, and with little prior history of speaking specifically to that demographic. Initially launched during Black History Month, Hear Me Out is an ongoing content series on YouTube, coordinated with an overhaul of the brand’s Instagram strategy, that focuses on AA, USH, and AAPI representation year-round. With the ultimate goal of humanizing the company by featuring diverse faces and engaging storytelling, our clients were able to close the gap between what was previously considered “top funnel” advertising and content that their consumers actually want to see. After the success of the campaign, we have also taken over Cricket Wireless Instagram channel growing it 15% month over month.
Talent featured in Hear Me Out spots include USHER, JHENE AIKO, JUSTINE SKYE, SAWEETIE B., SIMONE and ZAYTOVEN.