Challenge: On its expansion plan, Facebook joins mobile phone company TIGO to broaden Internet access and connection to reach 50% of Paraguayans who don't navigate.

Objetives:

- To draw new clients by the use Facebook, which is the threshold to Internet navigation.

- To increase the hours-per-day of Facebook use through cellphones.

- To get across the sense of leadership of Facebook and TIGO in the task of “making this world a more open and connected place”

Strategy: To make Facebook speak the same language as Paraguayans.

Results:

Free Publicity: + US$ 1.400.000

Reach Social Media: 909.954 (Launch Day)

Engagement: 121% (Launch Day)

Impressions: 1.724.095 (Launch Day)

Treanding Topic in Paraguay.

+50% people using internet data.

+70% internet daily use.

One language for 10 million people.

First native language of America incorporated to a social network.

This idea is founded above the deep knowledge of Paraguayan traditions, its purpose is to connect emotionally to generate engagement

The official translation was handled by the Ministry of Linguistics in cooperation with Facebook in a period of two months, no expenses accounted. The platform in Guarani is still active and will remain so permanently.

Investment: US$ 0

One language for 10 million people.

+50% people using internet data.

+70% internet daily use.

Trending Topic in Paraguay. Even the Paraguayan president tweeted about it and changed his Facebook to Guarani.

Facebook in Guarani resounded worldwide and in the local media.

Reach Social Media: 909.954 people.(Launch Day)

First native language of America incorporated to a social network.

Facebook Account: guaraniparaguay2014@gmail.com

Password: guarani1