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Crunchyroll, LLC is a U.S.-based company engaged in the production and distribution via streaming of anime, manga, drama-CD, music and video games. As of 2021, it is owned by Funimation, a division of Sony, in a joint venture with Aniplex of America.
THE PROJECT.
Target
For this campaign, the client presented us with multiple objectives to focus on, listed below:
- Promoting the launch of Italian dubbing on the platform for some Anime, in this case,Jujutsu Kaisen, Ranking of Kings, The Rising of the Shield Hero and My Dress-Up Darling.
- Promoting their subscription service “Crunchyroll Premium.”
Strategy
For this activity we made acareful selection of talents, choosing those with a strong community predisposed toward the world of Anime, making the choice fall on: Blur, LuceLuna, Jody Cecchetto and Leon Chiro.
Therefore, considering the need for a multi-platform campaign, we designed all the creative together with the boys. The focus was on clarity of message and viralization of content. We also independently managed the technical part of the project on Twitch, providing custom commands and timers in the respective talent streams.
The entire activity was accompanied by 1 set of 6 stories per talent on Instagram.
RESULTS
The response in terms of numbers was well beyond expectations taking into consideration the niche audience, exceeding 1.5 million total impressions and leaving Crunchyroll fully satisfied with the work done.
