Viber for Business: the new super app

Rakuten Viber is the leading global communications app that securely connects hundreds of millions of users with thousands of brands worldwide. It is driven by the unstoppable desire to innovate, enabling efficient, safe and secure interactions between Bulgarian businesses and consumer, following the latest customer behavior local trends.

In 2024, we in Paragraph 42, a preferred partner of Ketchum in Bulgaria, as a project partner of Rakuten Viber, had the opportunity to create and implement a campaign for introduction of the expanded app for businesses, as part of Rakuten Viber’s super app strategy. The campaign was b2b directed and had two main parts – media and business event and publicity activities around them.

The strategy was based on the direction to key partners, business representatives and opinion leaders, showing them the benefits and the new features of Viber super app – high-level encryption processes, improved customer experience and promoting safe customer communication. Both events were attended by key local and international speakers, part of the company’s team.

A total of 200+ people attended the two events – 30 media representatives and 170+ business leaders. Without spending any budget on media coverage, we acquired 50+ earned media publications and organized 4 TV interviews in the morning shows. Therefore, we successfully reached (potential reach) 2.5+ mln. people.