When people learned about the AT&T Guarantee to do right by their customers, they were stoked. The problem? Most Americans had never heard of the AT&T Guarantee. So, during college football season, we launched a social campaign to remind people how AT&T helps them connect when it matters most, like calling Mom when you’re sick or cheering on your family’s football team in the group chat. The result was a platform-optimized campaign that exceeded all benchmarks.