Creation and development of a Viber community for Rakuten Sports
Our team implemented the project in November 2019.
1. Promptly inform subscribers about the events of the tournament.
2. Create a content strategy with the perfect balance of efficiency and involvement.
3. Generate traffic to the Rakuten Viber portal with access to exclusive tournament materials.
The agency team was faced with the task of uniting sports fans who are passionate about competitions and want to keep abreast of all kinds of tournaments, matches and championships. The core of such an audience consists of men of different age groups, but we were primarily interested in adult fans of tennis, because the channel was created to support the Rakuten Sports portal, where it was possible to subscribe to broadcasts and access exclusive content of the Davis Cup 2019 tournament.
We created the Rakuten Sports community in Ukraine a week before the start of the international tournament Rakuten Davis Cup. The main purpose of communication is to promptly cover key points and announcements of events in Viber during the Rakuten Davis Cup tournament, as well as to lead a warm audience to the Rakuten Sports portal.
And if until recently tennis fans needed to filter out more than one scrolling of news feeds, then with the new community Ukrainian fans got access to the content of the competition in one click on their smartphone.
In support of the community, the Viber team has developed thematic stickers, this tool helps to form a loyal community. We attracted a copywriter with a tennis background to work, and the content team also included: our SMM manager, translator and proofreader, designers to maintain efficiency and prepare publications to the community in real time.
Subscribers in the first week
Active users during the tournament
And more publications daily
Views during the tournament
Likes for the tournament period
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