Making LINE a U.S. market darling
Line, one of Asia’s most popular mobile messaging platforms and social networking services, wanted to establish its presence and build its profile among major tech influencers in a US market already dominated by major players like WhatsApp.
The campaign scored more than 800 pieces of coverage and dominated premium tier media such as landing LINE on the front cover of the Wall Street Journal and securing a full-page spread in The New York Times. In addition to being a regular in TechCrunch, Forbes, VentureBeat, WIRED, Inc. and more, we also put LINE at center stage on the speaking circuit, securing keynotes with Recode, Mobile World Congress, Vox Media Code Conference and more. LINE’s user base grew by 150 million users during our engagement, which helped to lay the foundations for LINE’s recent $1.15 Billion IPO here in the U.S.
We developed a laser-focused, media targeting strategy, which focused on strategic story placement and building LINE’s profile among premium tier media influencers before going wide. By crafting messaging that positioned LINE as a mobile messaging disruptor (and challenger brand to WhatsApp) we were able to develop hooks that resonated with some of the most influential reporters in the business. This message was amplified as other reporters used articles that initially appeared in these premium outlets as a starting point for their coverage.