Case Study:
Viki (Rakuten)
Audience-Led Expansion into New Content Verticals
Project overview
Viki, Rakuten's global streaming platform, needed to expand into new content verticals and improve paid acquisition efficiency. Direct Agents rebuilt campaign architecture from the ground up and launched Viki's entry into the Chinese Animation category.
Strategy
- Audience & Messaging Strategy: Conducted audience research, competitor analysis, and a full customer journey and brand messaging audit. - Platform Audit & Restructure: Overhauled Meta and Google campaigns based on performance insights to eliminate waste and improve efficiency. - Chinese Animation Vertical Launch: Designed and executed Viki's entry into the Chinese Animation content category with a phased launch approach. - Title Testing System: Built an efficient framework to launch and test new titles at scale, concentrating investment behind highest-converting content.
Reduction in Cost Per Acquisition
Increase in Trials YoY
Monthly Trials at Peak
