ADT
Safe At Home
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A pandemic pivot that sparked unprecedented engagement.
For 145 years, ADT has been synonymous with home protection — and in the early days of COVID-19, that promise took on new urgency. As part of the Bear In The Hall team, I helped transform a traditional brand message into a lifeline for connection during a time of isolation. We reimagined ADT’s social strategy to deliver value, reassurance, and meaningful interaction, while reinforcing the brand’s legacy of trust and protection.
We produced a fully remote digital & broadcast campaign powered by authentic UGC from ADT customers, seamlessly integrating “Safe at Home” messaging into every touchpoint. The initiative not only achieved ADT’s highest engagement in brand history, but also earned recognition as a Facebook for Business Resilient Success Story — proof that even in a crisis, the right message can unite and inspire a community.
#7
most shared brand on Facebook in 2020
500k+
engagements
89%
16%
increase in CTR
(6.20% vs. 5.34%) — the highest CTR in ADT social history
20k+
Facebook group members
40%
lift in action intent
lift in ad recall
