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