Case Study • Telecom

Cricket Wireless — Spanish-Language 5G Awareness

Culturally grounded creative + Streaming TV distribution that lifted brand favorability and drove low-cost reach across Spanish-speaking households nationwide.

Spanish-Language Broadcast • CTV • National + Local

The Challenge

Cricket Wireless needed to build awareness and adoption of its 5G network within the U.S. Spanish-speaking market — a segment underserved by mainstream campaigns and media strategies.

Featured Campaign: Cricket Wireless 5G Awareness TV Spot

The Problem

Cricket Wireless was expanding its 5G network but needed a way to authentically engage Spanish-speaking audiences — not with translation, but with relevance. The brand lacked resonance in a culturally diverse market where generic advertising often falls flat.

The goal was to build trust and awareness by creating a message that felt personal, community-driven, and native to Hispanic households — all while showcasing the benefits of 5G connectivity.

Our Solution

Emerald Wave Media produced a culturally grounded, Spanish-language TV spot that highlighted the value, speed, and reliability of Cricket’s 5G service — all through storytelling that resonated emotionally with Hispanic viewers. The creative was rooted in community, family, and everyday connectivity.

Campaign Specifications

Client: Cricket Wireless
Campaign Duration: 3 Months
Impressions: 1.1M+
Target Audience: Spanish-Speaking Adults 25–55
Platforms: Spanish-Language Broadcast & CTV
Creative Assets: 1 Hero TV Spot + Localized Variants

The Results

The ad delivered culturally authentic messaging that resonated deeply with viewers, resulting in a significant lift in both 5G awareness and brand favorability. Cricket strengthened its perception as a reliable, community-first carrier — especially within Spanish-speaking households.

Purchase Intent Lift — 3-Month Campaign

Results That Resonated

A culturally grounded campaign that drove measurable impact — outperforming national benchmarks and deepening brand connection across Spanish-speaking households.

+312%

ROAS Increase

Compared to Cricket’s previous linear TV efforts

45M

Total Impressions

Across national and local Spanish-language channels

2.8%

Click-Through Rate

8.5× industry average for telecom

+67%

Brand Lift

94%

Video Completion Rate

$1.85

Cost Per Acquisition

8.2M

Unique Reach

3.2×

Avg. Ad Frequency

78%

Brand Recall Lift

* Benchmarks based on blended third-party panels and client reporting. Figures rounded for clarity.

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