The Mobile Movement is a digital-first program, built on the philosophy that for a brand to resonate with Millennials, it must be present in the channels they frequent themselves, leverage the formats they use in these channels and speak in the vernacular of those channels.

The Mobile Movement released all digital video content through YouTube, building a dedicated community (over 22.6MM views at a view duration 17% higher than YouTube Tech/Telco benchmark. The content included scripted, documentary and innovation advertising assets and films. Tumblr was our primary engagement platform and this platform outperformed every benchmark set against it.

The campaign has led to a positive shift in NPS and Comscore among the target audience, reduced churn amongst the Millennial target and built brand affinity within the audience. The Tumblr platform has generated millions of organic and paid impressions and engagements and was ranked as best in class example of a brand on the platform. It has achieved 148 million impressions and 3.3 million engagements, outperforming all other brands to become the #1 brand on Tumblr. Based on brand health studies the documentary content has begun to increase the credibility for the brand as a brand for the generation.

With The Mobile Movement we set out to create a compelling communications platform for Millennials to build affinity and conversion for AT&T within this group. The program was built out of the insight that a young person’s phone is by their side at all times, and is in many ways the portal through which they experience the world. AT&T as the network that powers these devices is in the unprecedented pushing of facilitating and pushing forward the experiences of young people. We created a digital first communications program consisting of long-form and light-weight content in addition to advertising that tells the story of mobile lives in Millennial America and how AT&T makes this possible.