In order to improve Claro’s customer experience for centennials, its next generation of clients.

On June 2017, Claro made buying consumer services available through Popularity by introducing Claro's Bank of Viewcoins, a brand initiative to turn a new and moneyless audience into the next generation of Claro's influencers on Social Platforms.

At the end, we created out of social platforms a currency more stable than any other new currency (Bitcoins, etc)

Our Social Platform Currency name: Viewcoin (1View=$0,0011USD).

In addition, we changed procurement protocols, turner our Claro Store's into Banks, opened branches to make street noise and installed ATMs to exchange the social capital of the young for products.

•Implementation:

We use Own Media and Paid Media to spread the voice of Claro's Bank of Viewcoins. Since day one, we tracked the viral chain reaction through #ClaroEsCMF. Endorsing celebrities to explain how you could pay with your content.

Views and hashtags were converted to money to buy Claro´s products. (1View=$0,0011USD)

•Timeline:

-June2017: Launch campaign on Social Platforms inviting the young to join our Bank and spread the message. Unexpectedly User-Generated content flooded Internet.

-July2017: Install 270+ ATMs and 400+ branches to cash-out views nearby Claro's stores and Customer and Sales Centers.

-August2017: ClubMediaFest, making available 5.000 festival's tickets through views.

•Placement:

-Content managers integrating more than 50.000 minutes of "direct" user-generated branded content.

-Communications were supported with ads on Social Platforms.

-PR Strategy included press conferences and meet-and-greets with influencers.

•Scale:

We created a community of over 24.000 new influencers generating content for Claro.

•Reach:

24.929 positive user-generated content for the brand. Generating over USD$500.000 on Earn Media/owned media.

•Engagement:

We got tens of thousands of followers from a telco apathetic generation. Through content created organically, 24.929 centennials spoke positively about Claro.

- Unexpected Sales:

Over day one, we sold COP$239.539.717 in pesos, and exchanged a total of COP$70.045.288 into Viewcoins. This number is about 1 month sales of an average distributor.

•Achievement against business targets:

Regarding objective #1:

Over 40.000 new clients, allowing us to achieve commercial success with the greatest sells event of the 2017 in one Social Platform's Activity.

On objective #2:

Over 25.000 teens and young adults became into an organic community of Claro's Ambassadors; proving the potential and effectiveness of our idea.