Social Media Strategy | Organic Social | Paid Social
Mint Mobile Social Media
THE SITUATION
Mint Mobile was launched in 2016 by David Glickman and Ryan Reynolds and currently has around 4 million subscribers (compared with 143 million for Verizon, 110 million for T-Mobile, and 98 million for AT&T). The company was created to provide a more affordable and consumer friendly alternative to the major wireless carriers and their long contracts.
Mint Mobile is a challenger brand. Its unique value proposition is offering wireless service at a fraction of the cost of its competitors. Notably, the brand is known for its humorous and irreverent advertising as presented by Ryan Reynolds. This campaign has helped build a strong brand identity for Mint Mobile making it a household name and has contributed to its rapid growth.
The Challenge
Mint was the newcomer to an industry dominated by the Big 3 companies. So how can Mint establish a brand voice that builds trust in a way that invites consumers to consider it?
Our social listening shed light on the conversation around the key competition and their antiquated processes and offerings. The chatter was flush with negativity and passionate concerns about the Big 3 wireless carriers. Consumers loathe them. They feel ripped off by the never-ending litany of fees on top of sky-high monthly rates and customer service that is an oxymoron.
This, coupled with our understanding of the Mint brilliantly simple consumer experience related to the purchase process and customer service that genuinely does service the customer provides the challenger with a huge opening to exploit over the competition.
Mint Mobile customer satisfaction is rated at 9.0 out of 10, which is significantly superior to T-Mobile (8.3), Verizon (7.9), and AT&T (7.3), according to a 2022 PC Magazine’s Reader’s Choice Survey.
Mint Mobile holds a Trustpilot rating of 4.7 stars out of five, with 79% of all users rating the service as ‘excellent’ (top marks) overall.
The Inspirational Insight
People prefer a wireless company that listens and has figured out a simple way to offer a positive overall experience and be transparent about their pricing and plans.
The Concept
Our paid social media strategic approach focused on Mint being the custodian of their simple message delivered positively through education, information, humor, and above all else, customer service.
The Inspira creative team setup a tone of voice that mimicked the Ryan Reynolds advertising campaign. This allowed us to kick-off the social media effort in a uniquely Mint way. The Mint Fox mascot assisted in educating and softening the sometimes-boring wireless jargon. Content aligned with trends on social with a strong brand aesthetic to deliver all the needs for the audience, along with the snarky Mint humor, which gave the audience a reason to follow. We also interspersed the messaging with the bespoke content of the Ryan Reynold’s ad campaign.
Building on this, we curated a collection of influencers from across the country to sign-up for Mint Mobile and showcase their experience across a wide array of social media channels.
