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2019 FINALIST SPECIALITY/NEW TECHNOLOGY IN COMMUNICATIONS RUSSIA
Viber WC2018: using WC2018 to grow Viber user base
RAN IN: Russia
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.
Language: English, Russian