an entire commercial made
by the fans for the fans.
The first commercial made by the fans.
Watch the case study
Claro, one of Brazil’s largest mobile service providers,
was looking to launch a new product aimed at young people.
To engage with this demographic we called upon Christian Figueiredo, one of Brazil’s most influential
public figures amongst young people, with over 13 million followers on social media networks;
and used Facebook – the social media site with the highest usage amongst the target age-group.
First, we invited his fans to be part of the film alongside Christian. Then, we provided cell phones
with which they could all capture the film from their own perspectives. In this manner, we were able
to create two separate films – one produced by the brand, and another produced directly by fans.
We then brought together all the content on the first ever Facebook Canvas
created specifically for a telecommunications company.
We also created the first broadcast on Facebook Live by a brand in Brazil,
connecting fans with their idol in a unique experience.
Other brand contents
We even produced a range of other content featuring Christian and other influential figures.
- 471 million impacts
- 49 million people reached
- 2% increased purchase intention
- 291 thousand positive comments
- 36 million unique views
- 27% increased share of voice
- 11% increased ad recall
Watch Claro's commercial below.
Watch the fans version below.
Concept, Art Direction, screenplay and photography