Boosting Engagement through Gamification on LINE Messenger for a Global FMCG Brand

A leading global FMCG brand aimed to enhance customer engagement for its popular snack line by developing an interactive, gamified marketing experience. The objective was to leverage digital channels to foster brand loyalty and promote new flavors in an increasingly competitive market.

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The brand faced three core challenges:

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1. Reaching consumers at the right moments through contextual marketing.

2. Strengthening brand loyalty with continuous engagement.

3. Introducing gamification to make interactions more engaging and memorable.

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Solution

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The FMCG brand collaborated with a technology partner to design a Conversational AI solution on LINE Messenger, a widely used messaging platform in Southeast Asia. The campaign centered around the purchase of the snack brand's product, incorporating the following key elements:

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• Purchase-Triggered Interaction: Each product purchase came with a link or QR code that directed consumers to the brand’s LINE Messenger account.

• Receipt Upload via Chatbot: Customers were prompted to upload their purchase receipts, which were verified using Optical Character Recognition (OCR) technology.

• Reward Points and Prizes: Verified purchases earned reward points, with ten lucky winners selected every three weeks through a randomizer to win prizes such as gold coins and electronic gadgets.

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Key Tools Used

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1. LINE Messenger: LINE Messenger, a popular messaging platform in Southeast Asia, was selected for consumer engagement. Through LINE Messenger:

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• Conversational Engagement: The brand directly interacted with customers using a chatbot, facilitating receipt uploads, collecting purchase data, and managing customer interactions.

• Broad Consumer Reach: The platform provided a familiar space for customers to participate in the loyalty program, significantly enhancing engagement.

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2. OCR Technology: Optical Character Recognition (OCR) was integrated into the chatbot to automate receipt verification. Key benefits included:

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• Receipt Validation: OCR scanned and extracted key receipt details such as purchase date and product information, ensuring accuracy in validating purchases.

• Efficiency: The automation minimized manual errors and sped up the reward points process, ensuring timely award distribution to customers.

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2. Randomizer for Gamification: A randomizer tool was used to add an element of excitement to the campaign:

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• Prize Selection: Every three weeks, the randomizer selected ten winners from the participants, maintaining user engagement and encouraging continued interaction.

• Incentive for Participation: The possibility of winning prizes like gold coins and electronics motivated customers to keep purchasing and engaging with the chatbot, reinforcing brand loyalty.

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Together, these components created a seamless and gamified customer experience that enhanced engagement with the brand's snack line.

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Results

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The gamified approach successfully achieved the campaign's goals, delivering impressive results in consumer engagement and brand loyalty. Key outcomes included:

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• Increased Participation: Consumers actively engaged with the LINE Messenger chatbot, interacting with the brand in an enjoyable and rewarding way.

• Enhanced Brand Loyalty: The ongoing campaign, coupled with tangible rewards, reinforced consumer loyalty to the snack brand.

• Gamified Experience: The randomizer and attractive prizes added excitement to the customer journey, improving overall satisfaction and engagement.

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Conclusion

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This collaboration on the LINE Messenger platform enabled the FMCG brand to create a highly engaging and gamified experience that resonated with consumers. By leveraging the platform's popularity and incorporating interactive elements, the brand successfully boosted consumer engagement and loyalty for its snack product line.

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"At our company, creating phenomenal customer experiences has always been at the heart of our campaigns. Our technology partner's customized approach, tailored to both geography and product, has played a critical role in our success."  

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– Executive Lead, Global FMCG Brand