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How we turned Viber into the primary media insight source
Rakuten Viber
Rakuten Viber has been our partner for over 8 years. Our task is to strengthen the messenger's reputation and increase brand awareness to a broader audience. We faced two main 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 – 4m 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.
Results
34
newsbreaks in 2025
900
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 by journalists that 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%.