Crafting an AT&T Video Campaign that Amplifies Love

AT&T

Crafting an AT&T Video Campaign that Amplifies Love

Services: Cause & Diversity Marketing, Creative Design & Production, Media Production, Sponsorships & Partnerships

Boombox created an award-winning campaign for AT&T that brought together content creation, cause marketing, and celebrity influencers. By combining storytelling with authentic product integration and the power of influence, “Love is Changing History” became the company’s most successful LGBTQ+ campaign to date.

We developed, wrote, and shot two short films featuring LGBTQ+ subjects and universal themes of life and love. We also created a microsite where people could watch and share the films, contribute their own stories in a User-Generated Content gallery, and see global engagement in real-time.

500M

Total Impressions

60M

Social Media Impressions

22M

Twitter Impressions

Boombox further enhanced the campaign’s impact through a strategic partnership between AT&T and The Trevor Project (TTP), so that every share and microsite engagement generated a $1 donation for TTP. In total, this partnership raised $50k to support TTP’s anti-bullying and LGBTQ+ youth suicide prevention initiatives.

We drove additional traffic to the campaign through a robust celebrity influencer program that generated social conversations and media buzz, as well as through traditional advertising across digital, social, and print outlets.

“Love is Changing History” authentically demonstrated AT&T’s commitment to the LGBTQ+ community while simultaneously integrating the company’s products and services.