#LEAwards spills: Viu SG on why constant consumer engagement is paramount

share on

twitter /
facebook /
linkedin /
- email
- telegram
- whatsapp
- wechat
- pinterest
- line
- snapchat
- reddit

Founded in 2015, Viu is a pan-regional OTT video streaming service and delivers premium content in different genres from top content providers with local languages and subtitles, as well as original production series under the “Viu Original” initiative. It is currently available in 16 markets across Asia, the Middle East and South Africa. It launched in Singapore in January 2016.

Viu Singapore recently won 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), country head of brand, marketing and communications, Viu Singapore, told MARKETING-INTERACTIVE that the pandemic pushed the brand to focus on localised activations to engage with consumers who were stuck at home. She also explained that most consumers are no longer loyal to one brand alone, but may follow a brand for its campaigns and experience; addressing the need to constantly engage them.

How has your marketing shifted in 2021 as we come to terms with the pandemic?

Lim: People are spending more time at home and they’re turning to their screens for entertainment and escape. Everything and everyone is now online. Keeping this in mind, Viu Singapore created localised digital activations to drive social interaction and excitement across every screen.

We created weekly polls for Viu-ers to guess the plot for The Penthouse 3, hijacked their daily lives with classic K-drama scenes, and even created the perfect companion in the form of giant plushies featuring their beloved Korean celebrities, to accompany them as they watch and re-watch their favourite shows on Viu.

Through these bursts of localised digital activations, we created an entertainment ecosystem for our Viu-ers to exist in and interact with. These initiatives not only reach out to Viu-ers where they are but also build curiosity and deepen their experience with Viu.

What was one shift in consumer behaviour in the loyalty and engagement space that surprised you?

Lim: Most consumers are no longer brand loyal in today’s world. They may be loyal followers of a particular experience but once that campaign ends, in many cases, so does the connection.

Basically, short term engagement does not equate to long term loyalty.

Consumers have become more critical and cynical. They are also surrounded by choices and this combination of factors is changing how brands earn and retain loyalty and trust. Brands today need to work harder than ever to consistently create lasting and meaningful engagements that will allow us to become part of our consumers’ lives.

With so many options, how can brands build up loyalty with their consumers and stand out?

Lim: Consumers are only loyal to a brand if it resonates with their values, lifestyle and provides them with experiences that make them feel good. With today’s savvy consumer, it’s imperative that brands focus on understanding their likes, dislikes and demands.

We need to constantly communicate with our customers and provide them with what they desire. It’s about forming a connection and ensuring that the relationship grows through ongoing meaningful engagements over time.

What can we expect from your brand in 2022?

Lim: Our goal is to be the entertainment hub of premium Asian content for Asians. We have made significant process in this space and will continue to leverage insights to unlock the best of Asian entertainment content to more people across more screens than ever before.