[Work]

Cricket Communications

Paid Media, Optimization

As Cricket’s online media buyer and planner, Red Door aimed to establish the brand as an elite media advertiser. By utilizing the Mediaplex Custom Path to Conversion® attribution model, we helped Cricket look beyond last-click attribution and analyze how effective marketing channels were impacting business. This exposed the influence of networks, and made Cricket more open to using their budget on more high profile networks. Specifically, we used a pre-roll video buy to educate Cricket’s market, rather than feature a “buy now” CTA. 


Awards

  • Peak Award - Online Marketing and Advertising-Gold, 2012

Project Results

The resulting influence from that video was 18x better than the network’s average. When looking at total devices sold, they saw a 200% increase.