T-Mobile

Challenge

T-Mobile wanted to show their support for the LGBTQIA+ community by increasing awareness of the history of the Stonewall riots and the role it played in Pride.

What we did

• Launched the #UnlimitedPride write-a-thon during Pride month where we challenged the community to share personal stories around a moment that changed their life as a member or ally of the LGBTQIA+ community.

• Included resources on the contest prompt to shed light on and educate our community about the history of Pride and the gay liberation movement.

• With the goal of 10,000 entries, we committed to donate $1 to GLSEN, up to $10,000, for every story submitted!

• Wattpad's LGBTQ+ profile was fully rebranded as T-Mobile's #UnlimitedPride.

• Drove community reach by sharing the campaign across all social touchpoints.

• Enlisted 4 of Wattpad’s top LGBTQIA+ influencers including @VSSantoni, @elsetterby, and @LBrooks23 to share their stories and encourage audience engagement.

Results

Our community was excited to participate in the write-a-thon! With more than 14,066 unique entries, the campaign resulted in:

• Surpassing the story submission goal by more than 40%!

• 70% of respondents stating that T-Mobile is a service provider they would be proud to use post-campaign

• 21% lift in brand favourability and a 22% increase in brand consideration amongst those who engaged with the campaign.

• A 9pt increase in brand awareness in regards to post-campaign exposure (jumping from 86% to 95%).

• 251K total impressions and 29.8K engagements earned through social media promotional channels.

• More than 8.6K comments on Wattpad creator content and the write-a-thon prompt.

• Other creators showed support by tagging their existing stories with #UnlimitedPride, resulting in 27,147 stories tagged on our platform since the program launched in June.

• Gained incredible media attention from top industry outlets such as MediaPost, Campaign Live,  AdAge, Newsweek, Adweek, and more!

• Donated $10,000 to GLSEN, an American education organization committed to ensuring LGBTQIA+ students are free from discrimination, harassment, and bullying based on sexual orientation, gender identity and gender expression in K-12 schools.