A leading FMCG Company + Amity

How an FMCG Company is building an engaged community of cooking enthusiasts

The Company uses Amity Bots to transform their Line (the top messaging App in Thailand) Official Account into a community for cooking enthusiasts (especially mums) so they can boost their customer engagement, their brand affinity, sell socially and collect valuable customer insights.

900k

Message interactions with the Bot each month

140k

New followers each month on average

85%

Adoption rate of new features by exploring users

Due to privacy reasons the identity of the FMCG Company cannot be disclosed, hence we will refer to them through this customer story as “The Company”. They are one of the largest multinational consumer goods companies in the world, operating in 190+ countries, with over 400 brands. We are collaborating with one of their leading food and beverages (F&B) brands championing a wide variety of delicious foods.

Challenge

Boosting brand preference and differentiating from all the Official Brand Accounts on messaging platforms

With Line being the largest messaging platform in Thailand, having a Line Official Account is a must have for any company, organization or brand that wants to connect to its audience and customer base. However with customers being overwhelmed with messages from contacts and Official Accounts, standing out or getting high returns from this channel can be a real challenge.

The Company needed a strategy that would differentiate and keep their audience engaged and interacting on a regular basis so that they can boost their brand preference among customers - targeting mothers as a key demographic.

How it started

Building a community of cooking-enthusiasts (especially mums looking to cook great family meals) with personalized Bots

Knowing the challenges of engaging consumers in meaningful, long-term relationships in the FMCG Industry, The Company decided to use their Line Official Account to project a need for their products instead of pushing generic messaging and promotions. Identifying that a large number of their customers use Line to discuss food and one of the main challenges that their target demographic of mums is facing is what to cook for dinner, they decided to inspire customers to increase the usage of their products by giving them recipe recommendations that contained their products!

They chose to use the Amity Bots module as it enabled them quick implementation and flexibility to design exciting use-cases that can be launched in phases. To maximize the user experience, they started vy giving the Bot a personality. Meet Mae Aim, the mother-like (or as Thais would say “Aunty”) food guru who always greets you with a warm welcome, has the best cooking tips and knows the value of healthy living!

Customers could ask Mae Aim for recipe recommendations that are generic or adapted to their needs - for example they could ask for recipes with a specific taste (spicy, sour, sweet) by cooking style (boiling, baking), type of cuisine (Japanese, Thai), type of ingredients they have in their fridge (Chicken, Fish), their allergies or who they cook for (Kids, Friends). Mae Aim would then provide personalized recommendations so that customers can read the recipe, save it to their cookbook for easy access, share it with friends or (later on) buy the ingredients online.

It was a win-win! Customers were delighted as they had easy access to a wide range of recipes while The Company’s brand loyalty started increasing as customers saw their channel as the help everyone could use in their kitchen. Recipes were widely viewed and being engaged with by excited customers, with users saving recipes at an average rate of about 9000 recipes saved per month.

How it is going

Collecting valuable customer insights conversationally to increase brand loyalty and grow sales

The Mae Aim Bot has helped The Company increase their product consumption and brand awareness among Thai mums simply by bringing a value to their everyday life - over 20 million people follow the Bot, with close to 150,000 new users accessing the Bot each month. Every time a mum (or anyone really) doesn’t know what to cook for dinner or wants inspiration for quick and healthy recipe they can chat to Mae Aim.

One of the key adoption strategies of The Company was to start with a few easy use-cases that bring value to their customers' everyday life and to continuously personalize their messaging and recommendations. As the usage increased and The Company realized that customers don’t mind providing more personal information conversationally they decided to start introducing more use-cases that collect relevant customer insights and drive sales. As part of their Profile, customers were first asked to add personal information such as their cooking skills level, allergies or preferences so that the Bots recommendations can be more tailored. To collect even more data.

The Company started sending various quizzes asking questions like what's the customers favorite style of cooking or what are their after work activities. To maximize the responsiveness to these questions, they decided to use a clickable image format (one of the many configurable use-cases of Amity Bots) making it easier and more enticing for the customer to provide answers. Ultimately, seeing over 86% of users exploring the cookbooks saving recommended recipes for personal use, one of the latest use-cases added was allowing customers to create and share their own recipes hoping that soon the Mae Aim Bot can be the one-stop for all cooking needs of The Company’s customers.

Adjusting to the new normal brought on by COVID-19, The Company has further accounted for their customer’s convenience, allowing for them to choose a recipe and, at the press of a button, be directed to a partner’s site with relevant ingredients from the company added to cart and ready for checkout. They continue to push the bounds, provide advanced solutions and hope to strengthen their foundation as  the go-to space for those interested in cooking.

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