How We Turned Viber into a Leading Source of Insights

Rakuten Viber has been our partner for over 8 years. Our task is to strengthen the messenger's reputation and drive platform awareness among a broad audience. We faced two key challenges:
● Moving beyond corporate news: How do we secure regular media coverage when new features aren't launched every week?● Information noise: How do we capture journalists' interest in a space oversaturated with news?
We decided to go beyond standard product update communications and become a source of insights through research.

The Solution: We leveraged the existing capabilities of the official Rakuten Viber channel — its 4 million subscribers and familiar user polls. Instead of dry statistics, we began gathering the opinions of 20,000+ people on pressing, "here and now" issues: from psychological well-being to how we cope with power outages. This "live" data became a goldmine for the media, positioning Viber as the primary source of unique insights into the country's daily life.

34

news hooks in 2025

900

organic (unpaid) publications

25%

of publications in Tier-1 media

2М+

unique views

● Viber evolved from being just a "news topic" into a recognized source of data;● Our data is cited even months after release—journalists use it as a foundation for their own long-form features and analytics;● Due to the focus on social topics, proactive brand mentions increased by 60%.