SPRINT SOCIAL MEDIA CASE STUDY

MillennialPlus’ work for Sprint demonstrates our ability to drive social media engagement and increase social share-of-voice with a utility-based content strategy in the largest US wireless market.

THE SETTING

Sprint is a historic telecommunications company recognized for developing, engineering and deploying innovative technologies, including the first 4G wireless service from a national carrier. With 56 million customers in the United States, Sprint operates in an extremely competitive and mature wireless market. Post its decline to the fourth largest wireless carrier, the brand was making meaningful progress with subscriber growth through aggressive promotions and price reductions. Sprint’s momentum with the Paul Marcarelli campaign, network reliability claim of being within 1% of parity of market leader, Copa America Centenario sponsorship and continued aggressive promotions propelled brand consideration. However, a reinvigorated Verizon and the functional value of T-Mobile’s youthful customer-friendly image made it harder to achieve net positive post-paid subscriber additions for Sprint’s turnaround.

The Strategic Challenge

Increase Sprint’s growth and share-of-voice in the largest wireless market in the United States — New York City. Sprint sought a social media engagement to elevate its voice and drive retail traffic during a summertime of unrelenting noise and competitor activity. MillennialPlus needed to help Sprint breakthrough to customers who desired shared experiences, budget friendly moments and uninhibited data consumption.

OUR APPROACH

Identify the right Millennials

Sprint social media posts

THE WORK

Summertime Sensation Curation

Sprint social media posts
Sprint social media posts
Sprint | Samsung VR giveaway

OUTCOME

MillennialPlus delivered an average engagement rate 600% higher than the top 20 largest brands on Facebook (12.4% vs 2.01%) during the engagement period. We increased Sprint’s New York Facebook channel fans by 200% and more than doubled Instagram fans. MillennialPlus succeeded in capturing the coveted older millennial growth target. Sprint’s New York metro achieved their net subscriber addition goals.

MILLENNIALPLUS IS A BOUTIQUE BUSINESS CONSULTANCY

MillennialPlus advances cross-disciplinary thinking, business analysis, business strategy and rigorous cultural research to build stronger, more profitable relationships with customers. MillennialPlus helps companies identify how the modern customer experience and generational intelligence can be used to their competitive advantage.

MillennialPlus advances cross-disciplinary thinking, business analysis, business strategy and cultural research to build stronger, more profitable relationships

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