Clear joined with Desimpedidos, the biggest football channel on

YouTube, in a Branded Content Project aiming to create an

entertainment that all his fans wanted very much to see: Fred, the

channel’s most famous and charismatic presenter, fulfilling the big

dream of meeting Cristiano Ronaldo.

We used the Fred’s and Desimpedidos social networks to create a

process of seeding, feeding the target with small contents that,

gradually, were revealing the complete story of the project.

In the teaser phase, Fred posted a photo saying he would live the

greatest adventure of his life. He later revealed that he was going to

Madrid and challenged the audience to guess which was the brand

behind the action. Straight away the fans solved the riddle: Clear was

promoting the meeting between CR7, celebrity endorser of the brand,

and Fred, the star of Desimpedidos and number 1 fan of the player.

All the steps preceding the meeting were recorded by the presenter,

until the Desimpedidos channel released the 30 minute video with the

interview and achieve incredible results.

From the teaser, until the video release with the interview, the action

was a success in the results. The presenter's charisma was essential in

engaging fans in the story and getting excited about the event. And the

content extrapolated the base of Desimpedidos and surprised football

fans from all over the world, revealing a Cristiano Ronaldo that nobody

knew.

The posts of the initial phase on Fred’s and Desimpedidos networks

reached an engagement rate 5 times higher than the average, reaching

the highest-range publications mark in both profiles.

The video with the meeting reached the mark of 4 million of organic

views in less than 24 hours, reaching the #1 trending video on YouTube.

In two weeks, it was already within the second most watched video of

the entire history of the Desimpedidos channel.