To help illustrate the importance of having data available just when you need it, we used international selfie-star Kim Kardashian West to tell our story of why each person should do their part to Save the Data.
Challenge / Goal
To bring new relevance to the seriousness of unused data while launching T-Mobile's newest offering, Data Stash.
Outcomes / Stats
Subject of over 200 articles resulting in approxately 500 million unique impressions on the first day.
Earned nearly 20 million views on YouTube within the first 3 days.
#kimsdatastash drove an unprecedented number of impressions for T-Mobile’s social properties.