To strengthen Rakuten Viki's relationship with its Contributor community, I spearheaded the development of a unique, branded gifting program. Recognizing that previous gift card offerings were perceived as impersonal, I implemented a strategy of custom-designed gifts unavailable elsewhere. This initiative, informed by community surveys to ensure relevance and appeal, provided contributors with tangible tokens of appreciation for their dedication. The program, featuring a recurring character, Blobby, as a community ambassador, fostered a stronger sense of belonging and value within the contributor base.