Why cultural insight beats product messaging every time

Brands shouldn’t try to force relevance by explaining product features. Instead, they should tap into something people care about culturally.

That’s what UScellular did when it shifted from talking about phones as a product and started talking about how people feel about them.

“Our phones both foster connections and undermine them,” said Elizabeth Paul, executive vice president and chief brand officer at The Martin Agency, during a presentation at Ragan’s PR Daily Conference.

Acknowledging the downside of screens became the foundation for the company’s PR strategy.

Back in 2022, the brand leaned into a growing discomfort with screen time.

“It might not have been a monocultural conversation, but it was really starting to pop up on the margins,” Paul said.

Find what people already feel

UScellular’s campaign, “Phones Down for Five,” reflected the growing tension.

“Almost everybody wanted to spend less time on their phones,” she said. “But nobody wants to be told to spend less time on their phones.”