The Connect Agency supported the Australian launch of Crunchyroll Manga through an integrated campaign spanning media relations, paid creator partnerships, a media junket and an evening mixer in Melbourne.

With PAX providing an opportunity to connect directly with the anime and manga community, we brought media and creators through Crunchyroll’s booth to explore the experience and capture content. Alongside the show, we hosted a media junket and brought guests together for an evening of conversation, new connections and a shared love of anime and manga.

Our team hosted Refinery29, BuzzFeed and Pedestrian, while paid creator partnerships and media outreach extended the launch beyond the event. The campaign generated coverage across BuzzFeed, Refinery29, Capsule Computers, Pop Topic and Happy Mag, with stories exploring fandom, the PAX booth experience and the new manga offering.

BuzzFeed and Refinery29 also shared social content, bringing the experience to their audiences through fandom stories, vox pops, cosplay and booth coverage. Together, the media, creator and event activity introduced the new offering to Australian audiences and strengthened Crunchyroll’s relationships with media and creators.