Verizon Mobile Living

Challenge:

Verizon wanted to use content marketing to build consumer trust, and drive plan adoption and product sales.

Solution:

I provided creative direction and editorial leadership over Verizon Mobile Living, a brand content program that published how to’s, advice, and stories each week. We created immersive, multimedia stories that showed the real world impact of mobile connectivity on everyday life. Topics ranged from hiking in remote Alaska to backyard breakdancing, and from international travel to new apps for autism.

My creative team also conceived and created content at brand-sponsored events like SXSW, CES, Essence Festival, and the NFL draft.

Results:

– 50MM visits per year.
– Time on site steadily increased year over year.
– Visitors of editorial content added more products and services to their cart than those who hadn’t.
– The content marketing program contributed to 11% of Verizon sales.

Site and Content:

Home page

Category pages

Content category pages allowed the audience to navigate by their biggest interest or need. Options included home and family, entertainment, tech smarts, network and plans, and sports and wellness.