Building Community via Influencer Marketing
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Taking a messaging app like WhatsApp or Snapchat to a global audience requires more than one-by-one customer acquisition. When it comes to adopting a new form of communication, not only do consumers have to buy in, but so do their personal networks, otherwise users — and the app builders — will only find silence on the other end of the line. In other words, growing a messaging app requires word-of-mouth to spread, but exponentially, and on steroids.
This means that a marketer like Scott Nelson, who leads North American operations at Viber, had to help build a strong community of users before his company’s app reached its tipping point. (Today, Viber enjoys 750 million users after just five years.) However, building a bigger community never quite ends for an app like Viber, the David to not just one but several Goliaths in the United States. Read on as Mr. Nelson shares how Viber used traditional tactics plus a smart serving of influencer strategies to grow its home base.
The first campaign
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