The success of the program was rooted in social media and creator content, all driving to the main stage event: Super Saturday Night #JLoNOW. Jennifer Lopez collaborated with digital creators and all content was combined with traditional PR, immersive experiences, and social good to make this a can’t miss execution. This 8-part marketing formula utilized sophisticated multi-variant paid media to reverse-engineer content and delivers it to a primed and targeted audience. Each piece of the formula was customized to keep audiences engaged.

AT&T used social media to create content with creatives that specifically spoke to the 18-25 demographic and integrated Jennifer Lopez into each of these pieces. Once content was finalized, these pieces would be used as commercial messaging to tune-in and popularized with manually optimized paid media.

Working with 10 influencers, we created a total of 200 pieces of content. Each piece of content included a Jennifer Lopez integration, allowing Super Saturday Night #JLoNOW to shine as the hero. Our content included: dance challenges, fan surprises, recreating iconic JLo outfits, dart throwing, and a fear box challenge. Each of these content pieces took from modern-day internet culture and helped drive millennial audiences to watch and engage.

We divided the content and deployed each natively on social to ensure maximum efficiency. Facebook was used to host video content, such as creator videos with celebrity. Instagram was used as the invitation to audiences, using the story function and feed posts as standalone invites that live on the influencer and celebrities channels indefinitely. Finally, Twitter was used to promote all branded moments exponentially as if a social media megaphone and the live stream of the Super Saturday Night #JLoNOW concert.

The results were astronomical:

• 10 influencers

• 200 pieces of content

• 57M Total engagement

• Resulting in an 18x more efficient CPV

• 69.4M Total Content Views

• 43% Website Click Rate to att.com/JLoNOW

• 122% increase in DTV NOW Ambassador Sales from last year

• 65,000 new handle followers for the brand, 2.9x more than the previous year

• 3x Higher willingness to recommend the brand

• 2.4x increase in engagement over the previous year

• Together raised $200,000 to Puerto Rico ($1 for every tweet using #JLoNOW)

• 3.5M Live-stream views

• 903K Total households

• 7.2 Billion total impressions, a 33% increase from the previous year

• 81,155 Hashtag mentions, 3.6x more than the previous year

• 3.6 Billion Hashtag impressions, 6.7x more than the previous year

• 18x More efficient with CPV over the previous year

• 50% Greater reach year over year