Our client marketing partner on the Sprint team asked us to work with him to promote the “Sprint Complete” protection plan in the corporate sales force’s Instagram account. It is a closed account, only visible to area sales managers, store managers and store representatives in Sprint store across the country.
The first job was to establish a voice for the communications — one that borrowed from the corporate brand, but also had a unique personality that reflected the fun, youthful enthusiasm and spirit of the sales team. Seeing as it was a closed group, we did have the ability to be more playful and take greater liberties with the brand than we would have otherwise.
Once the voice was set and an editorial calendar was in place, my team and I mapped out the first month of posts and got to work creating content. This was the first time I had been involved in this kind of social media project, but I got the hang of it and enjoyed the process.
We posted 3 to 4 times a month, sometimes up to 5 or 6. When we first started, most of the posts were static images. But after a couple weeks, we turned to video creation for almost all of them. It offered a better opportunity to tell a story and invited more reaction.
Over the course of the year we worked on it, we saw a steady increase in followers. There was also some conversation in the comments sections as we began to focus more of the content on the sales people and less on corporate messaging. And as a creator, I found the project invigorating and game me the space to learn After Effects and Premiere.
But alas, nothing lasts forever. After about a year, Sprint decided they wanted to bring the account in-house and change the editorial direction. No hard feelings... we helped launch it and give it life, but it made sense for it to be owned by folks on the ground. They’ve picked it up and continued moving the ball.
A teaser video for a "Stranger Things" inspired campaign.
A 2nd teaser for that campaign.
Explaining the program benefits of saving your content.
First day of summer!
One of a series of retro-gaming videos promoting the service.
Open enrollment had started -- get it before it's gone!
Open enrollment was ending soon.
Reminder that the customers are different so your sales angle should be too.
It's July 4th, blow stuff up!
Having fun on Earth Day with the brand iconography.
A post about the first 12 months of phone ownership... this is kind of a cheap visual gag :)