Crunchyroll-Hime VTuber

Introduction

VTubers, or Virtual YouTubers, have become a sensation in the digital entertainment world in the early 2020. These virtual avatars, controlled by real-life individuals, engage with audiences through livestreams and videos. 
During my time at Crunchyroll, I had an opportunity to build Crunchyroll-Hime Vtuber from the ground up. As the virtual representation of Crunchyroll, a renowned anime streaming service, the goal was to leverage the VTuber phenomenon to strengthen the brand's identity, foster connections with the passionate anime community, and create an engaging experience for fans worldwide. By introducing VTuber Hime, we enabled real-time interactions, immersive gaming sessions, and captivating conversations, ultimately elevating Crunchyroll's presence in the anime industry and attracting a broader audience to the platform.

Objectives

  • The objective of the Crunchyroll-Hime VTuber project was to leverage the VTuber trend and bring Crunchyroll's mascot, Hime, to life as a 2D VTuber. 
  • The project aimed to achieve brand personification by creating a strong brand identity tied to anime fans and the community. 
  • By launching VTuber Hime, the project sought to bridge the gap between Crunchyroll and its global audience, welcoming new users, and fostering a genuine connection with the community. 
  • The ultimate goal was to break down the "corp wall" perception and reinforce Crunchyroll's mission of "We help everyone belong" by embracing the VTuber phenomenon and connecting with the audience in an authentic and engaging manner.

Creative Concept

The creative concept for the Crunchyroll-Hime VTuber project ultimately aimed to captivate and delight anime enthusiasts by bringing their favorite mascot to life in a dynamic and engaging digital realm. Drawing inspiration from the world of anime, the concept aimed to create a seamless fusion of animation, technology, and community engagement. VTuber Hime is charismatic guardian of all anime lovers, embodying the qualities of inclusivity, humor, and approachability. Furthermore, the creative concept aimed to leverage the power of collaboration by partnering with prominent VTubers, game developers, and artists within the anime community. These collaborations would enhance the immersive experience, introduce exciting crossover events, and further solidify Crunchyroll's position as a hub for all things anime.

Launch and Initial Reception

VTuber Hime was introduced to the target audience and the general public through short promotional pre-debut videos, heavily promoted on various social media platforms. The initial reaction from the audience was positive, with the VTuber community expressing surprise and appreciation for the project's authenticity, fun factor, impressive art, and successful debut. The debut stream attracted approximately 2,500 viewers, with subsequent regular streams maintaining an average of 1,500 viewers. VTuber Hime gained significant attention and became sought-after for collaborations with other VTubers.

Metrics and Evaluation

The success and impact of the Crunchyroll-Hime VTuber project were measured through various metrics. The debut stream achieved approximately 2,500 viewers, with continued streams maintaining an average of 1,500 viewers. During Hime's debut week, there was an increase in new user sign-ups on Crunchyroll, as well as trial sign-ups to premium accounts. Additionally, Hime's presence as a VTuber allowed for grand ideas and collaborations, such as using a 2D projector for her appearance at the Crunchyroll Expo, collaborating with anime reviewers, and featuring as a game character in several mobile games.

Key Learnings

Throughout the Crunchyroll-Hime VTuber project, several challenges were encountered, leading to valuable lessons that can be applied to future endeavors.

One of the major challenges was the tight budget and timeline. This necessitated meticulous planning and resource allocation to ensure the project's success within the given constraints. It taught the importance of effective communication and collaboration across teams to streamline processes and maximize efficiency.

Another challenge was gaining acceptance from the VTuber community, which initially expressed skepticism towards a "corporate VTuber." However, through authentic engagement, showcasing a deep understanding of VTuber culture, and delivering high-quality content, Crunchyroll was able to win over the community and build trust.

The project also highlighted the significance of thorough research and understanding of the target audience. Identifying the preferences and expectations of the anime community played a vital role in shaping VTuber Hime's character, content, and interactions, ensuring they resonated with the intended audience.

Furthermore, the project underscored the importance of adaptability and flexibility. As the VTuber landscape rapidly evolves, it is crucial to stay updated with emerging technologies, trends, and collaborations to remain relevant and continue engaging the audience effectively.

Ultimately, the Crunchyroll-Hime VTuber project demonstrated the power of embracing new forms of digital entertainment and engaging with fans on a personal level. It emphasized the value of innovation, authenticity, and community building in creating immersive experiences.

Conclusion

The Crunchyroll-Hime VTuber project has successfully transformed the beloved mascot into an immersive digital persona, captivating the anime community. By embracing VTuber technology and collaborating with key stakeholders, Crunchyroll has deepened its brand connection and attracted new users to its platform. VTuber Hime's interactive nature and engaging content have fostered a sense of community and belonging among fans. The project's success highlights the potential of VTubers in creating captivating and inclusive experiences in the virtual entertainment industry. Overall, the Crunchyroll-Hime VTuber project has proven to be a significant milestone for Crunchyroll, reaffirming its position as a leading platform for anime enthusiasts while embracing the evolving landscape of digital entertainment.