Goals and objectives
AT&T Business aimed to highlight the unique value proposition of its advanced network infrastructure to The Washington Post’s most influential readers, including C-suite executives, business decision-makers (BDMs), and IT decision-makers (ITDMs). The campaign focused on three core pillars of AT&T’s offering:
- The unmatched scale of AT&T’s network
- The exceptional resiliency of its infrastructure
- FirstNet, the nationwide communications network built for and with public safety professionals
The objective was to engage this high-value audience through content tailored to their interests and reading habits, measured by page views (PVs) and time spent. A secondary goal was to boost awareness and consideration of AT&T Business’s products and services, tracked via a custom content impact study.
Surprising Insights
Qualitative feedback also indicated a shift in brand perception. Readers not only understood AT&T Business’s capabilities but also viewed the brand as more innovative and contemporary. As one participant noted:
“I think of AT&T as the OG of telecom, but [this] makes them seem more hip and current… they’re clearly on top of things where it matters.”
User behavior revealed an exceptional level of engagement, with many scrolling back to re-examine maps and absorb additional details. This was a first for content in this category, suggesting that visual storytelling can drive deeper cognitive involvement. Another participant added:
“They’re involved in more things than I thought. I am an AT&T subscriber for cell phone services, but … this gives you a much broader view of what they do across the board.”