Viber, one of the world’s leading messaging apps, today announced plans to dial up its marketing efforts in the U.S. as part of its strategy to build and retain a highly engaged audience across the globe. Growing rapidly, with almost 600 million unique users worldwide, Viber is experiencing high adoption levels in the U.S. and has decided to focus on and invest in this important market.
As a core part of the local strategy, Viber has appointed Scott Nelson as Head of Viber North America to lead the marketing efforts. Scott has extensive experience in building world-class iconic brands as well as innovative start-ups. His background includes previous marketing leadership roles at Converse, where he served as Global Head of Brand Communications, as well as Brand Marketing at SVEDKA. Scott is also the founder of several successful start-ups including Maverick, Cubiq.me and HipDaddy.com.
In addition Viber has hired four partner agencies to help build the brand’s presence – a combination of award-winning public relations, creative, media and advertising experts, all sought out for their creative innovation and digital expertise.
The US has been one of our top performing markets for some time, so we’re looking forward to implementing local marketing strategies with Scott at the helm to further drive this success,” said Mark Hardy, CMO of Viber. “We’re excited to be working with some of the most sought after creative agencies in the world as we expand our marketing presence to increase usage and engagement with the app.”
Agency partners include Droga5, a leading strategic and creative advertising agency; Laundry Service, a social media agency specializing in content creation and distribution; Essence, a global digital agency and the world’s largest independent buyer of digital media; and Allison+Partners, known for their innovative approach to public relations.
Our new agency partners are known for creating transformative campaigns on both a local and global scale,” said Nelson. “We look forward to seeing their ideas come to life as we ramp up our marketing activity over the next six months and help to change the way people communicate at every moment in their life.”
Over the next six months, the teams will collaborate to establish a new, U.S. marketing hub and integrated campaign for Viber.
As part of its engagement strategy, Viber is constantly creating new, entertaining features for its users, from a vast collection of fun digital stickers, to live “Public Chat” discussions that let users engage with top names in entertainment, food, sports, music and more. Localisation is key to this strategy and Nelson will pursue partnerships that resonate with the US audience to achieve Viber’s goal of connecting with the relevant moments in consumers’ lives, spreading good vibes every day and making great things happen.