By giving creative control to content creators, AT&T has upped their likeability among Millennials. The brand’s Hello Lab, launched earlier this year, has taken on an 'entertainment-first' approach, giving top social influencers the ability to create engaging and interactive projects with very little brand messaging. As a result, AT&T has reportedly seen “huge positive impact on brand metrics” from fans who have watched the content this year, who have “also begun to see AT&T as more innovative and as a brand they might actually use.” (Adweek)
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