Crunchyroll · B2C · anime streaming service
Change your brand's tone to welcome newcomers, not just diehard fans
Called a big change behind subscriber growth; no separate numbers
Workedpositioning-nichecontent
What they did
Most paying subscribers were the most hardcore anime fans. Crunchyroll adjusted how it welcomed new anime fans: a branding and 'vibe' change that showed up in marketing, and required a cultural shift inside a company made up of diehard fans. Goal: reinforce the value core subscribers get while slowly expanding beyond the core audience.
What happened
Guest describes it as a big change that supported continued subscriber growth.
“One example from Crunchyroll, when we got there, most of the people who were paid subscribers for Crunchyroll at that time were the most hardcore anime fans in the world, and we had to adjust how we welcomed new anime fans, and that's like a branding and vibe thing, and that showed up in some of the marketing stuff we did, but that was a big change.”
Related topics
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