Case Study: From Event to Ecosystem - Building a Creator Movement on Viber
In the ever-evolving creator economy, the most valuable currency is community. For Rakuten Viber, the strategic goal for 2024 was clear: to transform its "Viber Channels" feature from a simple tool into a thriving ecosystem for Myanmar’s next generation of influencers and content creators.
The challenge wasn't just to get creators on the platform; it was to empower them to build their communities with confidence.
The Challenge: Turning a Feature into a Must-Have Tool
While Viber Channels offered powerful functionality, many influencers were either unaware of its potential or unsure how to leverage it effectively. The core challenge was educational: How could we demonstrate the value of Viber Channels in a tangible way, convincing micro and nano influencers that this was the key to enhancing their social presence and deepening audience interaction?
The Approach: An Immersive Masterclass in Community Building
Instead of a broad awareness campaign, Blink’s strategy was to create an exclusive, high-touch educational experience. We designed the “Connect with Confidence” event, an immersive masterclass aimed at empowering the next wave of digital talent. Our approach was built on three strategic pillars:
- Peer-Led Inspiration: We knew the most powerful endorsement would come from those who had already found success. The event was anchored by a panel discussion featuring top-tier influencers like food blogger Hein Thit and beauty blogger Phyo, who shared their own successful Viber Channel strategies.
- Hands-On Education: To demystify the technology, we designed a series of interactive mini-games that provided a hands-on experience with every feature of Viber Channels, turning learning into play.
- Real-Time Activation: The true innovation was challenging influencers to apply their new knowledge immediately. We tasked all 33 attendees with creating and posting event vlogs in real-time, with the best three videos winning awards on the spot.
The Execution: Leveraging In-House Expertise
Partnering with Piyawasa, our internal talent agency, Blink managed the entire event from concept to execution. We identified and invited 55 micro and nano influencers, handled all logistics, and designed the immersive experience. The live vlogging contest transformed the event from a closed-door workshop into a real-time social media campaign, generating significant buzz as attendees shared their experiences with their followers.
The Impact: Sparking a New Wave of Content Creation
The "Connect with Confidence" event successfully translated education into immediate action, achieving impressive results and laying the groundwork for sustained platform growth.
- Instant Platform Adoption: The event directly resulted in the launch of over 14 new Viber Channels, a clear indicator that we had successfully demonstrated the feature's value.
- Significant Organic Buzz: The real-time vlogging challenge generated a wave of authentic social media content, dramatically increasing the event's visibility and reach.
- A Foundation for Future Growth: By empowering a new cohort of creators, the event established a strong foundation for future collaborations and a thriving, interactive content ecosystem on Viber.
By investing in education and fostering genuine connection, Blink helped Viber turn a single event into the spark for a new creator movement.