CRUNCHYROLL STORE AWARENESS CAMPAIGN

Only 0.8% of Crunchyroll subscribers had ever bought anything from the Store. That number is ridiculous when you think about it.

So we built OWN YOUR STORY around something obvious: anime fans collect. They always have. Figures on desks, posters on walls, shirts they wear until they fall apart. Your collection is a record of what mattered to you. Which episodes made you cry, which character you related to when you were 15, which show got you through a bad year.

We wanted subscribers to see that the Store isn't some side hustle. It's where you go when streaming isn't enough anymore. Crunchyroll had just updated their subscriber benefits, so the timing made sense.

For us, what mattered more was the shift in how the Store felt, less like a merch dump, more like a place that actually understood why you'd want to own a piece of the shows you love.