C21BeBrave is a brand of sunglasses and watches that operates exclusively online and has managed to make itself known and increase its sales by 10,000% with a simple but viral idea. Virtually without investment, social networks manage to propel an unknown brand to the general public. C21BeBrave has gone from being a brand for millennials to hitting the bell without spending a single euro on advertising, at least ‘a priori’.
The key to success for these two entrepreneurs from Granada was to announce a contest with a mystery prize. The game mechanics were simple as could be and the motivation to participate was to follow the latest fashion on Instagram and the promise of an unknown prize. This seems to be the formula for success, speculation about the prize that has broken down barriers between social networks serving as a speaker for the brand on the Internet. On Twitter with a certain sarcasm and as always a lot of creativity.
None of the company’s founders expected this flood of followers, although they assure that “their limited resources” and their “illusion” were what made them base their “marketing strategy on the online world and social networks.” In addition, Rafa Muñoz, co-founder of the brand, assures that with this zero-cost campaign they have shown that “today’s young people have values and the power to change the world.”
The idea of this brand of watches and sunglasses was that of most brands to build loyalty through gamification of their followers. What they did not expect is to grow more than 200 thousand followers in just 24 hours -only on Instagram-. The social network itself closed their profile when it detected that they had more than 15 million visits, unexpected growth for the two entrepreneurs who created and manage the brand behind ‘La Clotiruleta’.
The ‘La Clotiruleta’ game has generated more than 300,000 private messages to the brand asking for their surprise gift and thousands of interactions about the game itself. It has also crossed the borders of Instagram to reach Twitter where the most creative speculation about the award has contributed to spreading the fame of ‘La Clotiruleta’ and incidentally the name of the watch brand.
The C21BeBrave campaign on Instagram has already had a direct impact on its sales, from the company they assure that sales have increased by 10,000% compared to a normal day. Therefore, those responsible expect an exponential increase over the 1.2 million euros that they invoiced between 2016 and 2017.
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