Verizon

5G Home Internet

Delivering awareness for Verizon's new home internet service.

Role

Creative Director

Creative strategy
Concept review and direction
Design reviews and direction
Client-facing presentations

Brief

Verizon 5G Home Internet needed to increase brand awareness and educate customers on the availability and value of their new 5G Home Internet service.

Idea

Amplify Verizon's 5G Home Internet in-market messaging through unique-to-Amazon experiences that can reach the customers their services will benefit most.

Experience

The campaign focused on creating a long-term brand awareness strategy, with two key components created for launch:

Brand page on Amazon for Verizon 5G Home Internet with a custom-built lead generation form (driving consideration and generating qualified leads), alongside brand videos to educate customers on the service in relation to Amazon smart technology based on key tech personalities:

Tech Minimalist
Knowledge seekers who use technology to explore areas of interest, and balance between digital and real-life interaction.

Tech Functionalist
Those with basic technology usage with limited time and budget to invest in tech.

Tech Guru
Technology enthusiasts who are digital natives and tech-rooted. The go-to resident tech expert in their circles, with an early-adopter mindset and budget.
Branded Prime Now bags with QR codes were circulated in select 5G Home Internet markets to drive customers to the evergreen page to amplify the launch.

A social influencer campaign attached to the Prime Now bags was also leveraged for the first-time for Verizon. After receiving their branded bags, influencers demonstrated how they use Verizon 5G Home Internet in their day-to-day lives.

I worked closely with the lead design team and design technologists on exploring concepts for geo-targetable experiences we could offer on Amazon. This led to developing the targeted Prime Now bag and landing page solutions, where I continued to review the campaign creation throughout production until launch.

Results

Brand page and Prime Now bags produced over 26M impressions and 16K site visits.

Our 3 social influencers reached over 470K consumers and outperformed other similar campaigns with an engagement rate more than double the industry average.