The world is virtual but the feels are feel
PRACTICE
Brand Strategy, Communication, Design, Implementation
GOAL
Brand building, marketing foundation
INDUSTRY
Video Gaming, Social Media, Creators
Challenge
IMVU is the largest virtual social media / Metaverse ecosystem you’d never heard of in 2016. Yet, they had hundreds of MILLIONS of registered users and bordering on a million concurrent users per day. What started as an experiment in 3D virtual messaging was now the bleeding edge for virtual engagement. How to catalyze the subscriber base and grow understanding in order to make IMVU more accessible and exciting an opportunity to grow the Creator community which could then also drive more daily use.
Solution
The basic building blocks of Marketing were missing. Most users heard about IMVU through friends, then had to struggle to figure out how to build an avatar, find the right type of room to then meet people they wanted to meet and engage with. Super complicated. The ultimate goal was further to turn a “consumer user” into a Creator - someone who could begin to build 3D objects for sale on the platform. A multi-faceted approach, starting with reaffirming the brand value of the platform and positioning would align teams around user-growth goals, what matters to users, and help the company prioritize what was needed to reach these goals. The results transformed the company focus, the product, and ultimately accelerated overall platform growth.
