Happy Bar & Grill

At the start of 2025, Happy Bar & Grill set out to strengthen its visibility and engagement with customers during key festive moments (New Year's and Easter) when competition for attention is at its peak.

The brand’s key objectives were to:

• Increase and sustain brand awareness during high-traffic holiday periods.
• Grow the Happy Bar & Grill Viber Channel, building a loyal subscriber base for ongoing engagement.
• Maximize impressions and engagement while optimizing cost per acquisition.
• Leverage digital storytelling to enhance customer loyalty and strengthen brand presence across Bulgaria.

Before partnering with Rakuten Viber, Happy Bar & Grill relied on traditional communication methods such as email and SMS—channels that were increasingly saturated and less effective in reaching customers.

The brand faced:

• Fragmented communication across multiple digital touchpoints.
• Declining engagement rates and difficulty standing out during peak promotional periods.
• Limited interactivity in traditional campaigns made it harder to connect authentically with audiences.

These challenges were affecting the company’s ability to remain top-of-mind among customers during major holidays, when consumer attention was most valuable.

To overcome these challenges, Happy Bar & Grill decided to design an integrated digital campaign using Viber’s ecosystem, in partnership with Marketise Me.

The brand worked with Marketise Me to create a strategy that combined Branded Viber Gems, Viber Ads, and premium Explore screen placements to guide users from awareness to engagement and loyalty — all within one trusted platform.

1. Branded Viber Gems (New Year's & Easter)

Happy Bar & Grill introduced eye-catching, festive animations that captured the joyful energy of the season during the New Year's and Easter holidays. These lively, shareable Gems not only entertained users but also positioned the brand as modern, creative, and culturally in tune.

The animations served as interactive entry points that engaged users instantly, creating emotional resonance while keeping the brand visible during competitive peak periods.

2. Viber Ads (Across all placements)

Over a two-month period, the team deployed Viber Ads across all available placements, ensuring broad awareness and consistent messaging. These ads directed users to the Happy Bar & Grill official Viber channel and encouraged interaction with the brand’s festive campaigns.

The mix of static and animated ad formats provided flexibility in storytelling, delivering high engagement rates and strong performance at scale.

3. Premium Explore screen placements (4 weeks)

Happy Bar & Grill also took advantage of one of Viber’s most-visited spaces (the Explore screen) to secure a high-impact presence in front of millions of users. For four weeks, the brand enjoyed premium discoverability and exposure in a placement built for awareness and brand credibility.

4. Verified channel

Happy’s verified channel became the central hub for customer connection, reinforcing authenticity and brand trust. The brand was able to communicate directly with subscribers, share offers, and nurture long-term loyalty with audiences who actively chose to engage.

By integrating these touchpoints, Happy Bar & Grill successfully executed a multi-format, multi-phase campaign that balanced reach with engagement, awareness with conversion, and creativity with measurable results.

Happy’s Viber campaign confirmed the effectiveness of multi-format strategies that combine creative storytelling with targeted delivery.

With the help of Marketise Me consultants, the campaign exceeded expectations and delivered impressive results across all Viber placements:

• Viber Gems (New Year's):
  • 14M+ Views
  • 8.4M+ unique views
• Viber Gems (Easter):
  • 6.2M+ views
  • 2.2M+ unique views
• Viber Ads:
  • 4,997,516 total impressions
  • 116,898 clicks
  • CTR: 2.34%, surpassing industry averages
• Explore screen:
  • 2,725,500 impressions
  • 12,404 clicks
  • CTR: 0.46%
• Verified channel:
  • 5,416 new subscribers gained during the campaign period

Most importantly, the brand observed a lower cost per acquisition compared to traditional marketing channels, like email and SMS, along with stronger engagement and higher loyalty among subscribers who interacted with the Happy Bar & Grill Viber Channel.

Following the campaign, Happy Bar & Grill identified Viber as a core communication channel for ongoing activations. The brand has already planned additional Viber Gems campaigns for upcoming festive periods and will continue expanding its Viber Channel to strengthen customer relationships and loyalty year-round.