Dynamic Marketing Communiqué

“Good Vibes Only!” ― Find out how one magazine brand brought glitter and glam to its target market online! [Thursdays: FYO!]

March 11, 2021

March 8 marks the celebration of International Women’s Day.

The day is dedicated to recognize the achievements of women all over the world, raise awareness for gender equality, and connect with women’s history.

As a business owner or marketer, how do you take part in empowering and encouraging females in the society?

In case you haven’t read or heard about it yet, one women’s magazine used a particular social media platform to help “redefine fulfillment of women” and connect with people in the online world.

Glamour is a women’s magazine that was founded in 1939. Originally called “Glamour of Hollywood,” the brand is published by Condé Nast Publications.


As an influential global lifestyle brand, Glamour empowers women to be their best selves through different fashion trends, beauty, and entertainment.

Aside from publishing new editions every month, what did the magazine brand do in 2018 to further boost its mobile footprint, interact with its target market in Russia, and provide fans with a seamless in-and-out-of-app experience?

Glamour partnered with…



―a cross-platform voice over IP (Internet Protocol) and instant messaging software app operated by Japanese multinational company, Rakuten.

According to data provided by Statista (a database company headquartered in Germany), there are more than 1 billion active Viber users as of 2020.

Before we proceed with Glamour’s strategy, let’s first talk about the benefits of using Viber for your business:

  1. It has users around the world that are “highly connected and attentive.” As stated in Viber’s website:

    • Over 7 million users interact with others through Viber every 60 seconds.
    • An average user opens his or her Viber app 12 times a day.
    • About 30% of the social media’s population sends stickers daily, while around 50% shares photos, videos, and GIFs daily.

  2. It provides a “safe” environment for online users to communicate with one another.
  3. Its business solutions enable personal brand-to-consumer connections.

What can you and your brand do on Viber?

  • Utilize Ads

    Strategically advertise your brand through the platform to capture your target market’s attention and motivate them to transact with your business.


  • Maximize Viber Communities

    Bring your brand and target market together by creating Viber Communities!

    These chat groups have more control and engagement tools to help you and your business develop genuine connections with consumers even when online.


  • Promote Your Brand Using Stickers

    Raise brand awareness and user interactions with powerful, shareable, and high-impact sticker content from Viber.


  • Send Business Messages

    Personally interact with your target market and drive them to actions that are helpful for your brand in the long run―growing your Viber Communities, boosting sales, increasing traffic to your brand’s website, etc.


Going back to Glamour and its partnership with Viber…

To maximize the reach and impact of its brand in Russia, Glamour leveraged the social media’s suite of engagement tools.

The women’s magazine brand set up a dedicated Public Account, which featured exclusive fashion, beauty and events content, and a Glamour Sticker Pack.


The Public Account also contained its own chatbot that delivered messages, updates, and unique content to members of the magazine brand’s Viber Communities.

Meanwhile, Glamour’s Public Chat enabled users to access the brand’s own app and website.


A month after launching various content on Viber, Glamour’s messaging strategy yielded success!


  • Glamour’s sticker pack was downloaded over 2.4 million times and shared more than 20.2 million times.
  • The brand gained an additional 650,000 Viber Public Chat followers, with over 4.8 million Public Chat views.
  • Glamour recorded around 100,000 Public Account-to-website clicks.
  • The brand’s Viber Public Chat generated over 3.5 million user-to-bot messages.

Not bad for a magazine’s reach!

According to Viktoria Bukharkina, Glamour’s publisher:

“Glamour’s partnership with Viber has proven that a diverse product and active audience engages both new and existing Russian Glamour readers, thanks to an interactive and results-driven program.”

Just like other social media platforms, Viber offers a wide range of communication features that help businesses deepen their relationship with their target market.

Take advantage of these features and establish your brand’s online presence in this social media platform!

Who knows? Aside from getting your brand in front of consumers and expanding your online reach…

Viber could also pave the way for “authentic conversations” with your target market―just the way you like!

About The Dynamic Marketing Communiqué’s
“Thursdays: FYO! Find You Optimization”

Why should you stop thinking SEO and start thinking FYO?

We’re not saying that you should abandon Search Engine Optimization (SEO).

Don’t get us wrong, of course, we know this is something very important, especially in today’s digital marketing age.

The internet landscape is vast, and a world of its own. You really need to distinguish yourself and make your brand/company/website known and easily searchable.

Better yet, get to the top of page one for Top Results on Google or any other search engine.

However, what is the purpose of SEO? It’s that customers Find You!

That’s what matters. So, while SEO is one factor of FYO… it really is only one, and we ought not to abandon all the myriad of ways digitally and offline for improving your FYO.

How can we look at this from a different and better perspective?

Let’s say you have it in the bag! You and your team are experts in SEO. Awesome. But did you ever wonder what else you could do to push it further and give your SEO skills a boost?

FYO! Find You Optimization!

You need your target audience to FIND YOU—your brand, product, service, or offer. This is SEO plus other tools that increase visibility online (and offline).

Every Thursday, we publish content on how you can get your target market to find you, beyond the typical “type and search.” There are other things you can do along with your SEO to give your online advertising process a boost.

Try considering other tactics beyond it—WOMO (Word Of Mouth Optimization), RO (Referral Optimization), and “All-Other-Means-Of-Getting-Your-Target-Market-To-Find-You” Optimization (AOMOGYTMTFY, if you’d like a long acronym).

Part of a great marketing strategy is knowing how to adapt new methods and make use of different types of marketing and promotion that best fit your business goals and which give you the results you want.

Hope you’ve found this week’s insights interesting and helpful.

Stay tuned for next Thursday’s FYO!


Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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