Seize an opportunity the moment it arises
The followers of K-pop music and BTS constitute an online legion of fans capable of achieving everything they set out to do.
On the occasion of J-Hope's birthday (J-Hope is one of the members of BTS), the band's Chilean fans mobilized online and campaigned for some of the top brands in the country. They did this to congratulate the singer on one of the largest screens in the country, the famous Entel Tower, under which many people celebrate the New Year in this Latin American country.
It was then, between February 12 and 13 in 2021, that Entel discovered a 196% increase in its social conversation, a record number for the company.
What was happening? What drove a sudden change in mention volume?
While expecting to see a massive service issue, the Entel team was surprised to discover that it was the request from J-Hope's fans that caused the spike in conversation.
Visualizing these insights in real time helped Entel spot a business opportunity with BTS fans.