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Viber
Viber WC2018: using WC2018 to grow Viber user base

RAN IN: Russia

CLIENT
Viber Media S.a.R.l

AGENCY
FleishmanHillard Vanguard / Orta Communications *Lead Agency


SUMMARY

World Cup is a bright uniting event bringing strong emotions. This is why it was Russia, WC host that became the think tank and foothold for “World Cup on Viber” campaign. Messenger team implemented a mechanic of user engagement based on collective content sharing via interactive chat bot allowing to predict matches results.

CASE VIDEO


Audience: Viber audience core (people aged 30-35) is slightly dominated by females. This is why Viber used the WC campaign to address the male audience of fans and grow it.

Objectives: 1) Attracting new active male users, part of the WC audience.2) Growing level of loyalty and engagement of the existing audience.3) Fulfilling the main KPI – price of one new attracted user. Upon start of the campaign the goal was to attract 100 000 new Viber communities users with an average price of 1 dollar per user, in 2 months.

Type: B2C

Language: English, Russian