Twitter#ClaroRonaldo

A simple idea, that surpassed all expectations. During the FIFA World Cup 2010, the mobile operator Claro hired the soccer player Ronaldo Fenomeno to promote  the brand.

The Twitter @Claro was renamed @Claroronaldo. And since then, the player communicates daily with the new followers, making Claro, the first brand who speaks directly with it consumers, through a true star.

Results

US$ 5 million in spontaneous media and press coverage worldwide.
In 24 hours, #ClaroRonaldo received more than 50,000 followers. And the numbers never stopped growing.

An ad campaign has served to support the action and the number of postpaid plans sold increased 14% during the World Cup. Click rate increased in 8% for each new promotion.

In less than 3 months #ClaroRonaldo grew
in size reaching 600.000 followers.