All Work
Talent Strategy — Local Awareness
AT&T Fiber
Making a broadband brand matter in specific local markets.
Client
AT&T
Role
Creative Direction
Year
2024
01 — Challenge
Build awareness for fiber in fragmented local markets.
AT&T Fiber needed relevance in specific cities where national advertising felt distant and generic.
02 — Insight
Local trust is built by local voices.
People believe creators from their own city more than a national spot — proximity is credibility.
Go local with talent people already recognize.
03 — Approach
Deploy a local talent strategy, market by market.
We built a talent strategy that matched recognizable regional creators to their home markets, making fiber feel like a hometown upgrade.
04 — The Work
A national product told through local voices.
Market-specific creator partnerships, localized social content, and a scalable talent framework.
Results — Box Score
38M
Local Impressions
29%
Market Awareness Lift
2.4x
Consideration
14
Local Creators
6
Markets
RECOGNITION
Winner, Other Platform Presence — 16th Annual Shorty Awards, 2024 Finalist, Local Campaign — 16th Annual Shorty Awards, 2024 Runner Up, Best In-Game Advertising Strategy — 2024 Digiday Awards Shortlisted, Best Use of Media — 2024 Festival of Media