The Clotiruleta of C21Bebrave

C21Bebrave is a startup which began operating in 2013, whose main target market are millennials who need a watch or sunglasses with good quality but at the same time with low and affordable prices. However, C21Bebrave is not a basic company that sells some products. There is much more behind this startup.

C21Bebrave was created by three grenadians that meet in Madrid when studying engineering in the Polytechnic University of Madrid. They where living together in the same residence. Their last summer of university they went to the Brasilian World Youth Day, which is a meeting for Catholic young people. As surprising as it may seem the idea of stablishing a new company started in the WYD as a result of the inspiration that gave them the Pope´s words: "Young people want to be the protagonists of change. Please, do not let others be it. You are the ones who have the future". After hearing this, they decided to create their own company and show all of what we, young people are capable of achieving in life. C21Bebrave said the following: "We want to show the world that young people have values and enjoy everyday life. Our watches are cheap and beautiful, but the most important thing is the philosophy behind them".

The name and logo of the brand have a meaning related to what I have previously mentioned. C stands for Catholic and Christian community; 21 for the century of millennials which young people belong to; and finally, Bebrave for the message the Pope delivered in the WYD. When you put together the C and XXI (21 in roman letters) you get a fish which is symbol that has been always represented the Catholic church since it appeared. That is why the logo of the brand is a fish.

When it approaches three years of life, CXXI sells watches in Spain, Italy, France, Portugal and Latin America, and has gone from being a children's adventure to becoming a promising startup. With prices that do not exceed 65 euros, good quality and attractive designs, the brand invoices half a million euros a year and is already a reference for many young Spaniards.

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Why did I decide to talk today about C21Bebrave?

"WORLD YOUTH DAY"

I have been aswell to the World Youth Day but in Poland the summer of 2016. It is an incredible and magical experience that I trully recomend to any young chatolic christian. It is true that what the pope tells each one of us is an important message but I never thougth that people could be so inspired by his words and because of them they would decide to start a new company. For me it is very impressive and that is why I wanted to learn a little bit more about them.

"GRANADA"

As I mentioned before the founders of C21Bebrave are from Granada. This is an other reason that has made me keep searching about the creators because I am as well from Granada and I wanted to know a little bit more about their experience and how it all happened. I basically feel that I have a lot of things in common with these entrepreneurs.

"C21CARE"

And other reason I want to talk about this company is because I love how they are using it not only to create profit and make a living out of it, but also to help people that are needed. C21Bebrave is destinating 5% of their profits to children in Tongo, Africa in order to help them matriculate into the school.

"MARKETING"

And finally and most important, C21Bebrave has done one of the most incredible marketing strategies I have ever seen and experienced in my whole life. They have done and incredible awareness process. Which is what I will be explaining next.

Actually, I did not know anything about this startup until I saw in Instagram that every single person I followed in this social network where publishing in their instastories a photo about C21bebrave´s contest which was called the CLOTIRULETA. Everyone went crazy that day because we all wanted to win a mysterious prize they where announcing even if we had not heard about C21Bebrave before. 

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Lets play the Clotiruleta!

The Clotiruleta is one of those millions of contest that we see in instagram everyday. Why did this contest become so famous? Well, basecly because they did something that no one had done until now. Thousands of people woke up that day with their Instagram filled of Instagram stories related to the Clotiruleta. This has not only spread through instagram but also twitter.

The Clotiruleta became trending topic and made the company C21Bebrave famous in a day. Not only this, but also they achieved in less than 24 hours more than 200.000 followers in Instagram, 400.000 direct messeges, more than 150.000.000 people reached who have visited their web page or their instagram account with out spending a euro on it.

As I mentioned before, the Clotiruleta was one of the millions of raffles we see every single day in Instagram. But they did something different. I t was just a little thing which made a bomb out of it.

The rules where the following:

1. We make a screenshot of the Clotiruleta.

2. We tag C21BeBrave's Instagram profile on it.

3. We publish the screenshot in our stories.

They said that we were going to win something just by publishing the screenshot in our insta stories. When saying that everybody could be a winner and when not mentioning the price that was going to be given everyone started acting really crazy. People shared their insta story with all of their followers just in case when seeing that all of their friends where publishing it even if they did not care about the company or the product.

Afterwards, the brand begun to reply by saying each one of us what was the price depending on the number we got when doing the screenshot of the Clotiruleta. The problem is that they could not talk to everyone. There where so many people sharing the Clotirultea that it went out of hands for C21Bebrave. For example, I shared the insta story and they did not reply at all. An other problem they suffered was that due to the unusual amount of followers, likes, mentions in Instagram... the brand was achieving in such a small period o time, Instagram blocked their account.

The worst of all is that it has become so big that they have not been able to manage such a welcome from the Instagram community. The firm has publicly thanked and assured that everyone will have their prize. Of course, this prize is just a discount coupon, we understand that giving a complement to half a million people could ruin them.

Twitter aswell is full of creativity with the famous Clotiruleta. The best thing about all this is to see on Twitter the numerous tweets that talk about the Clotiruleta, people are pulling ingenuity and taking really fun phrases.

The firm recognizes that it did not expect this result. "At the normal pace that we were getting followers, it would have taken 20 years to reach the more than 240,000 we have now, 20 years in a single day," says Muñoz. The brand of these young people of Granada received 1,800 orders, "more or less what we sell in two good months" even though October is one of the worst periods for selling. Marketing has changed completely and gestures like this show that you do not need to spend thousands of euros on traditional advertising campaigns to rise like the foam in social networks.