T-Mobile prides itself on being a big corporation that doesn’t act like one, continuing to identify as the “Un-carrier”—approachable, straightforward, and always keeping the customer’s interests in focus. As the company went from underdog to pushing for the top spot in the industry, content optimization became imperative, and the brand got more sophisticated. Site and featured product copy is benefit and offer-driven, while social copy leaves room for fun and optimism.