Case Studies: Marketing Strategy

Crunchyroll is not a traditional streaming TV service. It is a fandom hub, with engagement touch points that encourage viewers to deepen their fandom. By providing ways to watch, play, listen, spend money, consume news, and participate in live events, Crunchyroll puts anime fans on a pathway to superfandom.

From its simplistic beginnings in 2020, to its now established online presence, the cartoonish (albeit with realistic hair and clothing movement) sausage, Nobody Sausage, is taking the social media world by storm. Nobody Sausage launched into stardom on TikTok during the Covid-19 pandemic, and subsequently other short-form video platforms such as Y...

Music marketing has thrived in the world of TikTok, but it is about much more than just generating awareness now. Sam Smith and Kim Petras’ recent release, ‘Unholy’, illustrates a successful execution of a marketing campaign done with lean-throughengagement in mind.