# CHARACTER COUNT

 

SPEAKING TO THE African-American community without pushing products


wHAT THEY NEEDED

AT&T wanted to boost sentiment in the African-American community without pushing products.

WHAT I DID

I led the creative team in design thinking exercises to better understand the problems facing our segment. As a result, we decided on a problem that AT&T could help solve - underrepresentation in mainstream media. From there, it was my job to advocate for our users and meet them where they already were.

I advocated for running a social media campaign based on Twitter. Black Twitter is hugely influential within the African-American community and also drives national conversations (see: #OscarsSoWhite and #MeToo). Despite this, Black Twitter is rarely addressed by advertisers. This gave AT&T the chance to do something new and create genuine, positive brand sentiment.

We were very lucky to have Black Panther's Michael B. Jordan as our celebrity talent for #charactercount. I advocated for using Michael B. Jordan's account rather than the brand's to create a more authentic sentiment.

I created the wireframes (see below) to sell AT&T on the concept of a social media-based campaign.

I created this mockup to sell AT&T on a Twitter-based campaign

I created this mockup to sell AT&T on a Twitter-based campaign

I created this mockup to sell AT&T on supporting posts for #charactercount on Instagram

I created this mockup to sell AT&T on supporting posts for #charactercount on Instagram

The project was ultimately cancelled, but it was a huge step toward ux-driven advertising for our client.

If the project had continued, I would have helped craft the messaging of the posts and tracked analytics. 

 
ux, web designLora Rowan