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Rakuten Viber
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Viber is a cross-platform messaging and VoIP app owned by Rakuten, used by over 1.3 billion registered users across more than 190 countries. It supports features like media sharing, voice/video calls, and business messaging, and places strong emphasis on privacy and end-to-end encryption.
Viber ranks among the most popular messaging apps worldwide with 3.48 million monthly app downloads. That’s why users consider it primarily as a messaging platform.
The company has made a strategic decision to move to the super-app model by launching Viber Dating, Viber Marketplace, and other features.
A super app is an all-in-one mobile or web platform that integrates numerous, often unrelated, services to provide a seamless user experience. It may include messaging, payments, transportation, and shopping services in a single app.
The company turned to Promodo to promote the Viber Dating service.
Viber Dating is a new product in a highly competitive dating market dominated by strong, well-established players. The Promodo team had to:
We started with in-depth market research to identify the strongest growth opportunities for the Dating feature. Together with Viber’s in-house team, we analyzed market revenue and user penetration across regions and identified Asia-Pacific (APAC) and Central and Eastern Europe (CEE) as the priority markets for further growth.
Although the United States demonstrates significant growth potential, Viber’s presence there remains limited. At the same time, competition is extremely high there due to well-established dating apps.
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Source: Statista
That’s why we prioritized countries where dating as a feature has the highest potential for Viber. We chose a mix of organic (ASO) and paid (paid user acquisition) mobile marketing channels.
Given that the Viber app had limited App Store Optimization in several target regions, our primary focus was on increasing app visibility across both the App Store and Google Play. At the same time, we actively promoted the Viber Dating feature to support broader organic growth.
We conducted keyword research and developed a new semantic core for the selected geographies and their language versions. This allowed us to align the app’s positioning with real user search behavior in each target market.
Based on the updated semantic core, and in close collaboration with the client’s in-house team, we:
App icons, screenshots, preview videos, and the first gallery frames shape the user’s first impression within seconds and often determine whether they tap Install even before reading the description.
To improve visual ASO, we collaborated with Viber’s in-house team of designers. They provided multiple visuals, and our task was to identify the variants that most effectively influenced conversion rates. To achieve this, we applied A/B testing, which is one of the most controlled methods for increasing app page conversion to installs.
We created Custom Product Pages in the App Store and Custom Store Listings in Google Play using segmented keyword targeting.
By building dedicated pages for dating-related keywords, we made the content more relevant to users’ search queries. This allows us to increase conversions and ensure each user sees a page closely aligned with what they are looking for.
These pages were linked to specific campaigns (ASA, UAC) to boost click-to-install conversion while simultaneously gathering insights from A/B tests. We tested which messaging, creative styles, and screenshot orders perform best for each segment.
As a result, we scaled visibility through more precise keyword coverage and enhanced traffic quality. In addition, we reduced losses from irrelevant clicks, ensuring each user sees a page closely aligned with what they searched for.
To promote the Viber dating feature, we launched a series of In-App Events in the App Store and Promotional content in the Google Play. They appear directly to users as event cards, containing an image or video, an event title, and a short description.
Using in-app events and promotional content in the Viber app allowed us to drive feature discovery. It also benefited habit formation by surfacing high-value use cases at the right moment in the user journey.
We used them to redirect user attention toward products that are components of the super app, namely Viber Dating, Viber Out, Viber Plus, and the Viber Marketplace. In-app events and promotional content allowed framing them as timely, relevant solutions rather than passive add-ons.
In the App Store, In-App Events generated 4,161,124 unique impressions, while Promotional Content in Google Play delivered 5,084,332 unique views, significantly expanding the reach and visibility of Viber dating across both platforms.
One of the key elements of promoting Viber was securing featuring on App Store and Google Play.
Featuring is when an app is highlighted in editorial collections on the stores. These collections are placed in the most prominent spots on the platforms, making the app more visible to users.
Being featured allows an app to become “editor’s choice” and appear for free on the first pages of one or multiple categories. This significantly boosts visibility and naturally increases organic downloads.
To be selected for featuring, an app typically needs to meet several criteria:
As a result of working on all these requirements and optimizing the app experience, Viber started being featured in both stores.
Over the last 90 days, the app was featured 25 times on App Store and 36 times on Google Play across the target countries. These placements significantly increased visibility, boosted organic installs, and reinforced credibility with users.
In addition to organic growth and featured listings, we also launched paid advertising campaigns in the Ukrainian market.
Viber is one of the leading messengers in Ukraine, with 77% of usage rate among digital users. That’s why we focused on the existing Viber user base that allowed us to fully leverage the app’s audience.
We segmented the audience based on a combination of socio-demographic and behavioral factors and launched a series of test campaigns to evaluate performance across segments. This segmentation enabled personalized communication and the delivery of the most relevant ads to each audience group.
In such a way, we identified users with the highest motivation to move from interest to real connections within Viber Dating.
To ensure accurate user redirection, we implemented deep linking. Instead of leading users to the main app screen, ads directed them straight to the Viber Dating section. It significantly increased conversion from ad click to the target action.
As part of the test launches in the Meta Ads channel, we focused on two core approaches:
Remarketing combined with category interests. The Promodo team re-engaged users who had already interacted with the app. We also refined the targeting through interest categories (dating, relationships, love chats, social activity, messengers, etc.). It allowed to improve targeting precision and increased CTR.
Behavior-based in-app remarketing. We segmented active Viber user audiences and grouped them by specific behavioral patterns and socio-demographic profiles. This approach allowed us to work with a “warm” user base while significantly increasing ad relevance.
Within Google Ads performance campaigns, we tested several approaches:
As a result of effective campaign learning and optimization, we reduced the CPA for opening a dating profile by 49% over the past months. This improvement allowed us to scale acquisition more efficiently and reach high-intent users at a lower cost. At the same time, we can reallocate budget toward further product growth and experiments.
The Promodo team implemented an integrated mobile marketing strategy to promote the Viber app and its Viber Dating feature as part of the broader super app strategy.
On one hand, traffic from Meta and Google supported product visibility and delivered high-quality signals for app store pages. On the other hand, acquired users fueled LiveOps initiatives, including in-app dating events, user re-engagement, and the testing of new interaction mechanics.
Working alongside the Viber’s in-house team, Promodo’s mobile marketing experts strengthened organic performance across Viber and Viber Dating.
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