CASE STUDY

 

LEVEL SUPPORTS ENTERPRISE B2B COMPANY WITH INNOVATIVE PUBLIC AFFAIRS CAMPAIGN

CUSTOMER ENGAGEMENT

Crown Castle is America’s largest provider of shared communications infrastructure, including cellular towers, fiber networks, and small cell technologies.

As they embarked on major infrastructure upgrades in several cities, Crown Castle turned to Level Agency to build a digital ad campaign driving awareness and positive sentiment in markets where they were completing small cell tower deployments. Level took a package of messaging and creative developed by the client and their communications firm, and leveraged deep expertise in targeting, media buying, and optimization to exceed expectations.

+33M

Cross-Platform Rich Media Impressions

+54%

Greater Reach than Projected

+42%

Better Cost Efficiency

CHALLENGE

With small-cell wireless infrastructure being a relatively new technology, Crown Castle needed to promote awareness of the key benefits, namely extra connectivity and capacity for wireless networks. Some small cell installations have been met with public resistance due to perceptions of increased radiation and other health threats. Fortunately, research demonstrates that once people are aware of small cell technology and how it works, they are much more likely to support it than to oppose it.

STRATEGY

Focus on targeted reach

Level used digital targeting best practices to serve targeted “opinion elite” audiences that were likely to shape the conversations in their respective communities.

Use rich media to make an impact

The campaign prioritized rich media-friendly channels like Hulu, YouTube, and Facebook, in addition to Programmatic Display, Programmatic TV, and Pandora.

Make it relevant and local

All campaigns drove respondents to information about projects in their own communities and maintained a continued presence in search channels as they continued their research.

RESULTS

Level Agency’s ad delivery for Crown Castle’s public affairs campaign demonstrated deep capabilities in structuring digital campaigns for reach and engagement. The agency was able to take a traditional style of campaign—raising awareness about an issue—and show how digital media can effectively support the same objectives.

Level exceeded expectations in total impressions and cost per impression, delivering 42% better cost CPM than forecasted.

LEVEL HAS BEEN ABLE TO JUMP IN TO EVERY BUSINESS LINE AT CROWN CASTLE AND DELIVER RESULTS—FROM DRIVING ADDITIONAL REVENUE FOR NEW TYPES OF CUSTOMERS, TO HELPING US BUILD OUR TALENT PIPELINE, TO BUILDING DIGITAL AWARENESS FOR OUR BRAND. FROM STRATEGY TO MEDIA PLANNING TO ANALYTICS, THERE’S NOT A DIGITAL PROBLEM THAT LEVEL CAN’T TACKLE.

Lesley Pacheco
Director, Marketing Communications
Crown Castle