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Product Marketing
Rakuten Viki specializes in Korean dramas and other Asian entertainment. Viki's super fans also known as Contributors are part of a one of a kind community that helps to subtitle shows and movies for the platform in over 160 languages.
My
Story
Building a Thriving Subtitling Ecosystem
Recognizing low awareness and adoption within Viki's crowdsourced subtitling community, I developed and executed a two-pronged product marketing strategy. First, I created a relatable and engaging mascot, Blobby, and facilitated a community naming contest to foster immediate ownership and affinity. Second, I produced a series of user-friendly onboarding training videos to demystify the subtitling process and empower new contributors. Leveraging house ad inventory, I then promoted Blobby and the training videos, driving traffic to the subtitling platform and resulting in increased new contributor sign-ups.
Results
26%
increase in Contributor signups
Most engaged
with house ads on the Viki platform
11
videos and 8 display ads created
Recruiting Ads
These are a few the of the display ads that I created to generate awareness and traffic on the Viki platform
Training Videos
Viki U: Welcome to the Contributor Community
01:03
Play Video
Viki U 101: Contributor Basics
04:25
Play Video
Viki U 102: Contributions and Perks
02:16
Play Video
Viki U 103: Contributor Tools
03:37
Play Video
Training video series to educate and onboard new joiners to the Contibutor Community. Walks user through the segmenting and subtitling process and workflows along with providing steps to get started in the space.
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