Doe sought to encourage people to #ThinkBeforeYouType by designing uplifting, bright and engaging content that stood out from the crowd and promoted positivity online.
To generate awareness, engagement and conversation from Bluegrass Cellular’s social media audience, the local community and, most important, our target audience – high school teens – Doe implemented a strategy that hit on all touchpoints. It included a mix of social-media-boosted posts, in-store digital signage, in-store activation, posters, flyers, giveaway items and t-shirts, as well as media relations support. Doe also worked closely with Bluegrass Cellular to identify key influencers at the largest schools in its markets to help facilitate the conversation. To ensure an education component, Doe recommended a column contest for teenagers to discuss smartphone safety habits and how they relate to cyberbullying.