T-Mobile Project 10 Million 2023 Back-to-School Campaign

About This Project

Summary

As back-to-school season approached in 2023, we sought to execute on a cross-channel, multiplatform content marketing campaign to drive sign ups and get more students connected through Project 10Million –?T-Mobile’s initiative to improve internet connectivity and bridge the digital divide for millions of students across the country. This leveraged content marketing across digital and social channels – from a paid, earned, shared and owned (PESO) perspective – to make it a true 360 campaign.

Goals & Objectives

The goal of the campaign was to increase visits to the Project 10Million website as well as the number of new hotspot orders placed to deliver free internet to more underserved students across the country.

Results & Impact

The Project 10Million Direct to Consumer daily website visits were up?155 percent?over the course of the campaign. T-Mobile also had over?62,341?orders placed (with orders per week doubling during the course of the campaign).