Case Study: Finding a New Pitch, Building Myanmar's Premier Football Community on Viber
In Myanmar, the passion for football is a cultural constant. But for brands, this passion was concentrated in one incredibly noisy and saturated space: Facebook. The real challenge wasn't just to engage fans, but to find a new, uncluttered pitch where a truly dedicated community could be built from the ground up.
Could we create a new digital stadium on a platform everyone else was overlooking?
The Challenge: Escaping the Echo Chamber
While countless football pages and groups existed, they were all competing for the same attention in the same arena. This created a significant strategic opening. The challenge was to identify an uncontested space and build a thriving community, moving beyond the traditional digital battlegrounds to create a new home for Myanmar's football fans.
The Approach: A Blue Ocean Strategy on Viber
Blink identified a massive white-space opportunity on Viber—a platform with immense user penetration but largely untapped for dedicated community-building around sports. Our strategy was to create a definitive, high-value content destination, "Football 360," designed to become the go-to source for football fans on the platform.
Unveiled in 2022, the Football 360 channel was engineered to deliver a relentless stream of what fans crave most:
- Compelling, up-to-the-minute football posts.
- Interactive contests that drive participation.
- Exclusive content that fosters a true sense of community.
The goal was simple: make the Football 360 Viber channel an indispensable part of every Myanmar football fan's daily routine.
The Impact: Dominating a New Territory
The strategic pivot to Viber paid off spectacularly. The channel's growth was explosive, proving that a dedicated community can flourish when given a focused, high-quality home.
- Massive Community Growth: The channel swiftly amassed a tremendous 550,000 users in only eight months.
- Phenomenal Monthly Engagement: The curated content strategy has been a resounding success, drawing around 2 million engagements per month.
- Undisputed Market Leadership: Football 360 successfully established itself as the largest and most engaged football community on the Viber platform in Myanmar.
By daring to play on a different field, Blink not only captured a massive audience but also built a powerful new asset for football fandom in Myanmar. Fuelled by this success, we continue to grow the channel, setting new benchmarks for digital community engagement.