ABOUT

Wake Up With CrAIg redefined B2B marketing by turning AT&T Business into an active partner for small business success. Craig Robinson shockingly quit comedy to pursue a small business venture and launched Wake Up With CrAIg, a first-of-its-kind AI-powered alarm clock that motivates entrepreneurs every morning.

The campaign followed Craig’s year-long journey, a narrative that audiences actively followed and engaged with. Reuniting The Office co-stars—Oscar Nunez, Ellie Kemper, Angela Kinsey, and Creed Bratton—they became Craig’s team and helped shape his journey as co-workers, rather than fleeting celebrity endorsements.

A headline-grabbing stunt—Craig quitting comedy—shocked the world and sparked immediate attention, while episodic content, surprise cameos, and multi-channel activations sustained engagement. By embedding AT&T Business at the center of a real, relatable small business story, the campaign transcended traditional B2B marketing, reached over 13 billion people, and demonstrated breakthrough thinking in connecting AT&T Business to real-world entrepreneurial challenges.

The results spoke for themselves. Within its first week of launch, the campaign garnered 150 million impressions across our paid media executions, which included a mix of social, TV, and high-impact partnerships. As the campaign progressed, we saw an 8-point lift in Consideration, 8.4-point lift in Purchase Intent, and 8-point lift in Brand Love within the first half of the campaign launch. Our messaging pillars, Ease, Security, and Reliability, resonated with the audience, driving additional brand perception. Through the end of the year, the creative garnered six billion earned impressions and drove 152% more consumer engagement compared to our competitors, cementing AT&T Business as the go-to choice for businesses.