AT&T #StudyFest

I was the Copywriter on the AT&T #StudyFest livestream. The Social Studio was created at BBDO-Organic in order to reposition AT&T as an entertainment brand as opposed to being strictly telecommunications. Our mission is to create a series of campaigns and posts to do just that.

#StudyFest was an opportunity to reach college students studying for finals, and give them a helping hand. For 3 days, we streamed a guided study session, complete with occasional breaks designed to entertain students in need of decompression. Influencers specializing in music, fitness, magic, and comedy entertained those tuning in.

Overview
8 influencers performed acts in the StudyFest Facebook Lives, and made posts on their own platforms to drive tune-in
Influencers were: Jibrizy Magic, Brodie Smith, Daniel Fernandez, Katie Austin, Masego, Jon Dorenbos, Matt Stonie and VanJess.

Results
Total Video Views: 6M
Total Snapchat Reach: 4.1M
Total FB+IG Engagements: 6M
Snapchat filter conversion rate: 6.08% 

20% view rate on Facebook Live

98% positive sentiment overall

4.8 point lift in people agreeing that AT&T is an entertainment company (Facebook Nielsen Brand Study)