Challenge:
Verizon wanted to use content marketing to build consumer trust, and drive plan adoption and product sales.
Solution:
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: Time on site steadily increased and—after gaining brand trust—visitors were proven to add more products, services, and data plans to their cart.
The home page
Example category page
Editorial categories included home and family, entertainment, tech smarts, network and plans, and sports and wellness.
Todd Eckle 