Claro Chile increase its visibility on Twitter
Chile
With the hashtag #NuevoiPhoneClaro4G the brand connected with its fans and led the conversation concerning the launch of that new product.
The Brand
Claro Chile is a subsidiary of América Móvil, the third largest telecommunications operator in the world and the largest in Latin America. The company has developed significant international partnerships, with more than 260 million customers in 18 countries, delivering the best services and the most advanced technology to its customers.
Challenge
@clarochile_cl wanted to own this moment and rise above the noise, while connecting with a target audience of tech-savvy user. The upcoming arrival of 4G technology and the iPhone 5s/5c in Chile generated a surge of excitement and conversation on Twitter.
How can a telecommunications company capitalize on the momentum generated by a highly anticipated launch?
Solution
Creating a contest with the theme “iPhone in sight” to capitalize on the anticipation around the product launch. The brand launched a microsite showing the journey of the ship that was supposedly bringing iPhones from California to Chile. Each Tweet sent with the hashtag #NuevoiPhoneClaro4G drove the ship closer to Chile. A gold iPhone 5s was raffled off among all participants to incentivize tweeting.
They use the Promoted Trend: #NuevoiPhoneClaro4G to generate mass awareness and participation in the contest and Promoted Tweets to invite users to participate for a chance to win the prize.
Results
34.700
Promoted Trend Impressions
24.900
Promoted Tweet Impressions
42.425
Mentions of #NuevoIphoneClaro4G in 1 day
33.900
Mentions of @clarochile_cl in 24 hs 16 times more than the daily brand mentions
7.154
New followers as a result of the Promoted Trend
Promoted Tweets that were associated with the Promoted Trend received a 23.4% engagement rate. 12 more times than the benchmark for Chile.
Key to Success
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1
OWN THE CONVERSATION WITH PROMOTED TRENDS
Placement at the top of the Trends list for 24 hours is the perfect place to kickstart and guide the conversation on Twitter and beyond. Claro used the Promoted Trend #NuevoiPhoneClaro4G to generate mass awareness and participation in the contest.
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2
MAXIMIZE ENGAGEMENT WITH PROMOTED TWEETS AND A CLEAR CALL TO ACTION
Extend your reach beyond your followers by using Promoted Tweets. Make it easy for people to get involved with your campaign with copy that offers clear instructions and a simple way to take action.
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3
USE CONTESTS TO ENGAGE
Design a fun Twitter competition with an attractive prize to boost engagements and conversations around your brand.
Testimonials
“By boosting our Promoted Trend strategy with associated Promoted Tweets, we generated more conversation and increased the brand’s visibility on social networks during the length of the campaign. The conversation started with the launch of the contest and with the Promoted Trend #NuevoiPhoneClaro4G, which generated the largest amount of interactions.”
Sara Ferrada Cordova
Jefe de Medios y Redes Sociales Claro Chile
