Case Study

K-LOVE Builds Community with OBSESS Framework

K-LOVE partnered with Zenith Labs to create MyK-LOVE, an interactive platform that fosters faith, community, and spiritual growth. Using the OBSESS framework, they enhanced listener engagement by offering prayer support, resources, and continuous connection beyond traditional broadcasting.

By partnering with Zenith Labs and applying the OBSESS framework, K-LOVE transformed its audience’s listening experience into a holistic faith-based community. MyK-LOVE not only strengthened listener loyalty and support but also enriched users’ spiritual lives, making K-LOVE an essential part of their faith journey and a cornerstone of community and connection.

Process

The OBSESS framework

Here’s how they applied each
step of the OBSESS
framework to bring their values to life:

Observe

K-LOVE and Zenith Labs began by closely examining listener needs, engagement habits, and existing challenges in connecting audiences outside of traditional radio broadcasts. Through surveys, feedback channels, and listener interactions, they observed that while listeners were deeply invested in the station’s message, they craved a way to connect with one another, access faith-building resources, and submit prayer requests in a more personal setting. This insight highlighted a demand for a platform that would extend K-LOVE’s mission beyond the airwaves.

Benchmark

In collaboration with Zenith Labs, K-LOVE researched best practices in faith-based community platforms, studying how other organizations fostered engagement and strengthened audience connection. Benchmarking revealed that successful platforms often included community-building features, educational resources, and interactive elements like prayer requests to meet audiences’ emotional and spiritual needs. This inspired K-LOVE and Zenith Labs to design MyK-LOVE as a comprehensive, engaging experience that would resonate with their audience.

Strategize

K-LOVE and Zenith Labs developed a strategy to create MyK-LOVE, a platform that would offer community forums, educational content, radio streaming, and prayer request features. The goal was to turn listeners into active participants in a supportive faith community. The strategy included engaging users through personalized resources, regular updates, and opportunities to interact directly with K-LOVE content and community members, building a deep and lasting connection with the brand.

Scale

Following a structured rollout plan, Zenith Labs helped K-LOVE build and launch MyK-LOVE, making the app accessible to listeners worldwide. Key features included a community forum for discussion and prayer requests, live radio streaming, faith-based educational resources, and curated content for spiritual growth. To encourage adoption, K-LOVE promoted the app on-air, on social media, and through direct listener outreach, inviting users to be part of this new community experience.

Execute

After launching with an initial user base, K-LOVE and Zenith Labs monitored engagement and feedback, quickly iterating to enhance the platform based on user input. They expanded MyK-LOVE’s features, adding new educational modules, discussion topics, and a system for personalized content suggestions. As word spread, downloads surged, and MyK-LOVE grew into a thriving community with over a million active users.

Sustain

To maintain engagement, K-LOVE implemented a content schedule and regular updates, supported by Zenith Labs, that introduced new resources, faith challenges, and interactive features. Listeners were encouraged to share their own stories, prayer requests, and experiences, helping the app become a living resource for spiritual growth and support. With ongoing support and content, MyK-LOVE sustained its momentum, keeping users engaged and connected to K-LOVE’s mission.

Outcomes

Key Outcomes

Visa’s implementation of the OBSESS framework, guided by the founders of Zenith Labs, resulted in three powerful outcomes:

30%

Increased connections to brands

Employees reported feeling a stronger personal connection to Visa’s mission and values. By seeing real stories from leaders and peers, they could relate to the company’s values in a way that felt personal and authentic. This deeper connection fostered a sense of belonging and pride, making employees more committed to embodying Visa’s mission in their own roles.

90%

Marketers report a positive ROI

Employees reported feeling a stronger personal connection to Visa’s mission and values. By seeing real stories from leaders and peers, they could relate to the company’s values in a way that felt personal and authentic. This deeper connection fostered a sense of belonging and pride, making employees more committed to embodying Visa’s mission in their own roles.

Outcomes

Outcomes of our framework

This is how our OBSESS framework helped them with some
amazing outcomes

Increased Affinity and Community Engagement:

Over a million users downloaded MyK-LOVE, actively participating in discussions, prayer requests, and shared faith journeys. This sense of community helped listeners feel closer to K-LOVE and deepened their loyalty to the brand.

Higher Commitment to Donations:

With a more personal connection to K-LOVE’s mission and consistent engagement, users expressed a stronger commitment to supporting the station financially. Donations increased as listeners felt more invested in K-LOVE’s impact and inspired to contribute to its growth.

Enhanced Spiritual Growth and Education:

MyK-LOVE provided users with a continuous source of educational and spiritual content, empowering them to grow in their faith and deepen their understanding of Christian teachings. Listeners appreciated having easy access to resources that supported their spiritual journey, making K-LOVE a trusted companion in their daily lives.

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