Here is a description of your company. Proin ex id consectetur lobortis. Aliquam, velit vel faucibus dapibus, augue justo ullamcorper turpis, nec convallis metus nunc vel turpis.
Funimation
Unearthing Deep Audience Insights
Deepening Digital Consumer Connections
From brand as stuffy suit to brand as avid fan
Deep understanding of millennial target audience and social strategies to engage with them in an authentic and relevant way
CONTEXT
Preparing to Transform
As the world’s leading anime distribution company, Funimation had an established DVD-based business but wanted to make the transition to become a digital-first, streaming-driven company. The organization needed to redefine how it connects and engages with its target customers and to craft new experiences to support this fundamental shift.
INSIGHT
Finding the Gap
Digital-first consumer research surfaced a critical insight about Funimation’s target audience: anime fans live on social media channels and expect to engage with anime brands in that space in a fun, authentic way. However, unlike its competitors, Funimation showed up in social channels as a stuffy corporation, not a fan of anime.
SOLUTION
Building a Fan in Social
Our next step was to bridge the gap between the way Funimation currently showed up in social channels and the way it needed to show up in order to engage successfully with its base. This included channel strategies and an implementation roadmap, as well as specific details around the brand’s voice, attitude, behaviors, and what personas it should activate in different spaces. As a result, Funimation shifted from behaving like a corporation to behaving like the #1 anime fan that customers wanted to engage with.
BY THE NUMBERS
90
days to meet subscription target
1
successful acquisition by Sony
2
million Facebook followers
