Viu SG on why constant consumer engagement is paramount

Founded in 2015, Viu is a pan-regional OTT video streaming service and delivers premium content material in numerous genres from prime content material suppliers with native languages and subtitles, in addition to authentic manufacturing collection underneath the “Viu Original” initiative. It is at present out there in 16 markets throughout Asia, the Middle East and South Africa. It launched in Singapore in January 2016. 
Viu Singapore just lately received gold for Best Use of Advocates, Best Use of Influencers, Best Use of Social Media; silver for Best Use of Contests / Promotions, Best Use of Content Marketing; and bronze for Best Engagement Strategy – Specific Audience, Best Use of Direct Marketing, Best Use of Relationship Marketing – B2C, Team of the Year – Brand; at MARKETING-INTERACTIVE’s Loyalty & Engagement Awards 2021. 
Cheryl Lim (pictured), nation head of brand name, advertising and marketing and communications, Viu Singapore, advised MARKETING-INTERACTIVE that the pandemic pushed the model to focus on localised activations to have interaction with customers who had been caught at residence. She additionally defined that the majority customers are not loyal to at least one model alone, however could observe a model for its campaigns and expertise; addressing the necessity to always interact them.
How has your advertising and marketing shifted in 2021 as we come to phrases with the pandemic?
Lim: People are spending extra time at residence they usually’re turning to their screens for leisure and escape. Everything and everybody is now on-line. Keeping this in thoughts, Viu Singapore created localised digital activations to drive social interplay and pleasure throughout each display screen.
We created weekly polls for Viu-ers to guess the plot for The Penthouse 3, hijacked their day by day lives with basic Okay-drama scenes, and even created the right companion within the type of big plushies that includes their beloved Korean celebrities, to accompany them as they watch and re-watch their favorite exhibits on Viu.
Through these bursts of localised digital activations, we created an leisure ecosystem for our Viu-ers to exist in and work together with. These initiatives not solely attain out to Viu-ers the place they’re but additionally construct curiosity and deepen their expertise with Viu.
What was one shift in consumer behaviour within the loyalty and engagement area that shocked you?
Lim: Most customers are not model loyal in at the moment’s world. They could also be loyal followers of a selected expertise however as soon as that marketing campaign ends, in lots of circumstances, so does the connection.

Basically, brief time period engagement doesn’t equate to long run loyalty.

Consumers have develop into extra vital and cynical. They are additionally surrounded by selections and this mixture of things is altering how manufacturers earn and retain loyalty and belief. Brands at the moment have to work more durable than ever to persistently create lasting and significant engagements that may permit us to develop into a part of our customers’ lives.
With so many choices, how can manufacturers construct up loyalty with their customers and stand out?
Lim: Consumers are solely loyal to a model if it resonates with their values, life-style and gives them with experiences that make them really feel good. With at the moment’s savvy consumer, it’s crucial that manufacturers focus on understanding their likes, dislikes and calls for.
We have to always talk with our clients and supply them with what they want. It’s about forming a connection and making certain that the connection grows by ongoing significant engagements over time.
What can we anticipate out of your model in 2022?
Lim: Our purpose is to be the leisure hub of premium Asian content material for Asians. We have made important course of on this area and can proceed to leverage insights to unlock the most effective of Asian leisure content material to extra individuals throughout extra screens than ever earlier than.

You can positively anticipate extra leisure and extra pleasure throughout our platform and initiatives.

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