BTS + Claro
Year 2021
To begin, it’s crucial to understand that BTS is a globally acclaimed K-pop band with a dedicated fanbase known as ARMY, and J-Hope serves as their main vocalist. Claro always aimed to connect with a young audience, leading us to maintain active social listening to uncover trends. One such trend revealed that the ARMY, besides being an ideal audience to engage with, was gearing up for J-Hope’s birthday celebration.
Insight
Every young individual desires to be heard.
Idea
Join the celebration by providing the Central American ARMY with a grand showcase of their love for J-Hope and BTS.
Solution
We initiated a hashtag campaign called #BTSWeek, encouraging the ARMY to send their greetings to J-Hope. Throughout the week, DOOH was purchased across Central America, projecting real-time greetings and content from the ARMY. Additionally, a streaming party organized by the Central American ARMY, sponsored by Claro, was hosted.
Results
Without paid media investment, we achieved:
- Trending topic status in X throughout Central America.
- Maintained trend status in Guatemala for three consecutive days.
- 4 million organic impressions in 17 days.
- Over 16,000 mentions for Claro in each country.
- Hundreds of thousands of visits to Claro’s profiles in each country, generating over 216,000 total organic impressions per day for the entire region.
- Our brand was mentioned in various Korean media outlets.