DON’T TAKE SELFIES WITH KAIJU

April 2024 marked a milestone for Crunchyroll as it launched its first-ever on-platform stream. That meant the new series, Kaiju No. 8, could be watched worldwide on a simultaneous stream with Japan, broadcast in 13 subtitled and 10 dubbed languages. No small feat for the team here at Crunchyroll!

On the creative services team, we set out to make a comprehensive and strategic campaign in hopes of captivating audiences worldwide (especially Kaiju/monster fans). I was tasked with coming up with catchy copy and creative ideas and activations that would catch eyes and drive views.

The vision? Put in-world advertisments and events at the center of the campaign to bring people into the world of Kaiju No. 8. The show’s licensor in Japan felt tentative about any marketing outside of Japan, so it took a few rounds to figure out how to properly market the show while also following the rules and guidelines that the licensor outlined.

I'm incredibly proud to be part of a team that's bringing all the excitement, magic, and love of anime to fans around the globe.

Here's to more anime, and more Kaiju, ahead!

Working with a producer, we selected the perfect placements in Los Angeles, NYC, and Toronto (in concert with campaigns in Paris, Brazil, and Mexico) all to showcase the in-universe creative to attract and generate buzz around the show before its launch.

After multiple rounds of copy submissions, revisions, and re-submissions, we sent the approved copy to designers. After a number of revisions and decisions around the colors and how much information to include, we had our Kaiju posters and ads in place. We then took our talents to in-app messages, email copy, digital ads, and more for a comprehensive campaign with cohesive language and tones.

The results speak for themselves:

  • 1.37M unique viewers tuned in for the VOD and live streams over the first weekend

  • That first Saturday alone saw 668k users tuning into the VOD

  • The "coming soon" initiative on the platform garnered an impressive 850k adds to the watchlist prior to launch

  • Over 150k users added the show to their watchlist to after the livestream

  • All of this led to a staggering total of 13.7 million minutes watched, 1 million unique users, and over 58 million impressions since the show was first announced

  • Kaiju No. 8 Toronto Eaton Centre

  • Kaiju No. 8 Toronto Eaton Centre

  • Los Angeles Billboard

  • Los Angeles Billboard

  • Los Angeles Digital Billboard

  • LA Billboard I-10 Freeway

  • LAX Billboard

  • LAX Billboard

  • OOH Bus Shelters

  • OOH Bus Shelter

  • Kaiju No. 8 Streetcar Wrap

  • Bus Shelter KN8

  • Kaiju No. 8 Bus Shelter

  • KN8 Bus Shelter

  • KN8 Bus Shelter LA

  • KN8 Bus Shelter LA

  • KN8 Bus Shelter LA

  • KN8 Bus Shelter LA

  • KN8 Bus Shelter NYC

  • KN8 Bus Shelter NYC

  • Kaiju Sighted Footprints

  • Kaiju Sighted: Forest

  • Have You Seen This Kaiju?

  • Kaiju No. 8 Opt-in Messaging

  • Livestream Notifications

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