After years at #1, AT&T saw a segment slipping through its fingers, and needed a solution to regain market share with African American consumers who were switching to competitors. AT&T needed to boost sales, build brand affinity (goal of 30% point improvement in sentiment), and improve consumer intent to purchase with the segment (goal to hit 10% affirmative intent to purchase on consumer surveys).
Through deep cultural insight and consumer analysis, The 360 Agency developed AT&T’s Dream in Black, a multi-channel Afrofuturistic lifestyle platform that allowed the brand to co-create culture with African American Millennials. Through Dream in Black, AT&T has inexorably linked itself to what we have identified as a burgeoning “New Black Renaissance,” fostering loyalty and cultural authenticity in the segment - and a relationship that will surely grow with the movement.
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.”