Crown Castle International

How do you convince a skeptical audience?

Test Data

Related Industries
  • Business-to-Business (B2B)
Related Capabilities
  • Performance Content & Creative
  • Performance Media Planning & Buying
  • Data Science & Analytics
Woman using her phone on a busy sidewalk.
Crown Castle logo for a Level Marketing Case Study

Results
Achieved

+33M

Cross-Platform Rich Media Impressions

+54%

Greater Reach than Projected

+42%

Better Cost Efficiency

Crown Castle logo for a Level Marketing Case Study

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

As they were embarking on major infrastructure upgrades in several cities, they found themselves with a dilemma: how to sell the benefits of small-cell wireless infrastructure, while simultaneously quelling concerns? 

Fortunately, they had a couple of factors in their favor: they are very good at what they do, audiences tend to be less concerned about small-cell infrastructure when they learn more, and we excel at getting the right message in front of the right people. 

This was shaping up to be an opportunity to show how relevant, impactful creative can mesh with smart media placement to tell a story—and convince an audience.  

Results
Achieved

+33M

Cross-Platform Rich Media Impressions

+54%

Greater Reach than Projected

+42%

Better Cost Efficiency

Here’s what we found

This public affairs campaign shows why it’s important to truly understand how the structure of a digital campaign can benefit reach and engagement. It showed that you can take a traditional style of campaign—raising awareness about an issue—and use digital media to effectively support Crown Castle’s objectives. 

Approach

Partners & Resources

  • Sullivan
  • BCW
  • Hulu
  • YouTube
  • Facebook
  • Pandora
  • Programmatic Display
  • OTT/CTV
  • Google Search Ads
  • Google Display Ads

We knew that we could tell Crown Castle’s message well. But we also knew getting in front of the right audiences would be the real trick. That’s why we took a 3-pronged approach to developing this campaign: 

Focus on targeted reach
Use digital targeting best practices to find the audiences who were likely to shape conversations in their community around small-cell wireless infrastructure—and make them our primary audience. 

Use rich media to make an impact
Prioritize 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. 

"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

Vice President, Customer Experience and Marketing, Crown Castle