Dream In Black

Process

Dream in Black was brought to life with a fully integrated marketing and communications plan that culminated in experiential live events around key cultural touch points throughout the year, supported by earned, paid, and shared media.

Using a 50’x50’ footprint at major events like Essence Festival and BETX, we created an immersive Afrofuturistic environment that merged technology with nature. Additional activations at cultural moments like MERGE Summit, Soul Train Awards, and the American Black Film Festival solidified our presence and engagement with the segment.

Culturally relevant artist and influencer partners teamed up to produce engaging content seeding upcoming events, sweepstakes, and offers. They also live streamed and promoted brand experiences from key events with hosts like Reginae Carter and Travque. Social media events like the Ciara’s HBCU Level Up Challenge brought shared digital experience to life with an aspirational message.

All major media partners were African American-owned and operated, to send a clear message inside and out that AT&T was here to celebrate and contribute to the “New Black Renaissance.”

Success

The audience resoundingly embraced and adopted the cultural nuance of Dream in Black, resulting in:
3.8 Billion Media and Social Impressions Measured by Essence, BET/Viacom, Cision and Keyhole
Premium Sales: 300 300% of Sales KPI
68% Lift In Affinity (227% of Goal) Essence Festival Attendee Survey 2018
20% Affirmative Intent to Purchase (200% of Goal)
12% Engagement Rate Across Social Media and Consistent Brand Attribution 300% of Sales KPI
The results were beyond expectation in sales, engagement, and consumer adoption of the campaign message. The 2018 campaign proved so successful, AT&T has decided to launch Dream in Black as an evergreen microbrand in 2019.
Moments of Greatness
Ad Spot
Essence Festival Recap