Crown Castle International
Cross-Platform Rich Media Impressions
Greater Reach than Projected
Better Cost Efficiency
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.
Cross-Platform Rich Media Impressions
Greater Reach than Projected
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.
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.
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