Case Study: Driving Feature Adoption for Viber Through Cultural Icons
In the competitive landscape of messaging apps, user growth is only the first step. The true challenge lies in driving deep engagement and encouraging the adoption of higher-value features. For Viber, the goal was clear: move beyond simple messaging to embed its innovative "Communities" and "Chatbot" features into the daily digital lives of the Myanmar audience.
The Challenge: From Passive Users to Active Participants
Following the success of an initial sticker campaign, Viber sought to accelerate its growth and deepen its market penetration. The challenge was not just to acquire more users, but to guide them toward a richer, more interactive experience. We needed a strategy that could introduce and popularize Viber's advanced features at scale, making them feel both essential and exciting.
The Approach: A Hyper-Targeted Strategy Built on Archetypes
Instead of a monolithic campaign, Blink engineered a multi-faceted strategy built around three distinct and powerful cultural archetypes: the rock star, the mystic, and the weatherman. We partnered with three iconic celebrities, each with a unique and dedicated following, to create bespoke sticker packs that served as gateways to Viber's key features.
The Rockstar: Fostering Fan Culture with Big Bag
We tapped into the massive popularity of The Voice Myanmar judge Big Bag to create an exclusive sticker pack for members of his Viber Community. The campaign leveraged exclusivity and fan passion, offering twenty lucky fans a private concert and meet-and-greet. The sticker pack became a badge of honor for true fans, driving them directly into the artist's Community.
The Mystic: Delivering Personalized Value with San Zarni Bo
For famed fortune teller San Zarni Bo, we designed a sticker pack for each of Myanmar’s eight zodiac signs. Clicking a sticker instantly added the user to a special Viber Community for their sign, where they received daily guidance. This transformed a fun sticker into a personalized, high-value daily utility.
The Forecaster: Providing Practical Utility with U Tun Lwin
With trusted meteorologist U Tun Lwin, we linked a weather-themed sticker pack directly to a functional weather chatbot. This provided users with instant, easy access to forecasts, turning the Viber app into an indispensable daily tool. The campaign was promoted through U Tun Lwin's social channels and pre-roll ads on major media platforms.
The Impact: Massive Adoption and Deepened Engagement
The campaign was a phenomenal success, proving that a culturally resonant, feature-driven strategy could deliver powerful results.
- Exceptional Download Numbers: The San Zarni Bo campaign was a breakout hit, with 331,000 downloads, while the Big Bag sticker pack achieved a "platinum hit" status with 121,000 downloads.
- Driving Feature Adoption at Scale: Each of the 450,000+ downloads from these two campaigns alone represented a user who was successfully onboarded onto either a Viber Community or a Chatbot.
By linking creative content directly to product features through trusted cultural icons, Blink successfully transformed Viber from a simple messaging app into a dynamic platform for community and utility, driving deep engagement across hundreds of thousands of users.