CRUNCHYROLL: ORGANIC CONTENT AT ITS BEST
The Organization I have chosen to investigate is Ellation, and the brand is Crunchyroll Inc. Crunchyroll is an online streaming service for Anime and Japanese Dramas. I believe they have made Anime in North America more accessible to audiences than ever before. They have achieved this by having an effective yet simplistic business strategy, and they have built an incredible online community of fans to generate a high level of active engagement with the brand.
According to the company’s core business objectives, they strive to provide consumers of their media brands the ability to stream on-demand media but also to improve how they access it (Ellation, 2017). Another key objective is to generate high energy quality engagement with audiences (Ellation, 2017). The last two core objectives are to build and evolve better programmatic services to support to consumer needs (Ellation, 2017). Their audience objective is where they utilize a strong social media and digital web presence.
With the brand Crunchyroll they have created a unique digital space where Anime fans can congregate in an online forum that is seamlessly connected to Facebook and Twitter as well as Google social media platforms.
What makes their brand’s community so successful is that they have various outlets for different types of fans to engage. They have news forums, creative forums, and discussion forums arranged and organized by topics and shows that you can search. They allow the consumer to explore Japanese culture, Manga, Art, and Anime because they know that their audiences enjoy all the media content associated with Anime. By having a thorough understanding of the needs and expectations of their audiences they can foster a positive relationship with consumers.
Although their social media presence is providing the same outlets (but using platform specific tools for accessibility), they still promote the same relationship as on their brand hub. I think their approach is working well as they are all about promoting content and driving consumers to subscribe and stream Anime which is often hard to get in North America unless you pay a lot of money to buy. By having a strong network of fans and great content to provide, its the fans that end up doing half the marketing for the brand organically. Generating organic content is really at the heart of every social media campaign. Word of mouth is what sells a brand, not just the tools the brand provides.
Crunchyroll.com, (2017). Forums. Retrieved from http://www.crunchyroll.com/forum
Ellation, (2015). About Us. Retrieved from http://www.ellation.com/about