Nespresso, a brand of coffee machines and coffee-related products, partnered with Appier to leverage BotBonnie features. Nespresso created a seamless OMO interaction that integrated both online and offline consumer experiences via BotBonnie, resulting in outstanding engagement rate, with 97% of participants completing the campaign. Moreover, by combining BotBonnie’s marketing kits with MGM program, the partnership successfully drove a notable follower growth in user acquisition.
Nespresso also collaborated with BotBonnie to enhance its services on the LINE community. Offering a nationwide store locator service, the collaboration transformed the passive presentation of county and city store information. Users are now prompted to proactively share their location, allowing BotBonnie to automatically retrieve the ten nearest stores. This innovation expands the scalability of community services.
In the collaboration with BotBonnie, Nespresso utilized gamification and MGM campaigns to boost engagement and follower bases. During the Lunar New Year, Nespresso Taiwan implemented an MGM campaign, encouraging users to invite friends for a lottery, creating social diffusion and achieving O2O interactive flow. Recently, Nespresso also introduced a personality game combined with MGM, enhancing its connection with its followers and significantly growing engagement rates. In addition, to welcome the Year of the Dragon, Nespresso also prepared a variety of coffee and peripheral products to delight consumers this year with gamification features.
During the Lunar New Year period, Nespresso launched a roulette lucky draw activity on LINE, where users could participate by clicking on the roulette game through the LINE menu. Users could also gain more drawing opportunities by sharing the activity with friends through MGM. This strategy encouraged more users to share casually, helping Nespresso achieve its user acquisition goals and achieving impressive growth in friend counts during the Lunar New Year. By distributing physical prizes through the roulette game to establish O2O interaction, Nespresso successfully attracted online users to visit brand physical stores, driving foot traffic growth during the festive season, with an interaction rate as high as 97%.
Additionally, Nespresso launched a Lunar New Year scratch card activity, offering various coffee and peripheral products as rich prizes. Users could gain additional drawing chances by sharing the activity with LINE friends, allowing brand friends to enjoy the festive atmosphere together. This activity successfully drove user growth and interaction rate, achieving a maximum consumption redemption rate of 50% for the highest prize.
Nespresso seamlessly integrated a personality game with an MGM campaign. Users who completed the assessment and shared their results gained opportunities to win exquisite gifts through scratch cards. Successfully inviting friends to join further unlocked additional chances. This campaign not only achieved widespread popularity but stimulated followers to switch from online to offline, effectively directing traffic and driving purchases.
Nespresso partnered with BotBonnie to break the passive display of store information. With BotBonnie, Users can now actively access Nespresso's nationwide store information on LINE Community. By prompting users to share their current location, BotBonnie automatically retrieves the ten nearest stores, offering Google Map navigation and phone dialing services to enhance community functionality. Initiating the process is simple – users select "Search the Stores in Taiwan from the LINE Rich Menu to start the journey.
This personalized store inquiry service on LINE effectively redirected online users to offline visits. After the campaign was launched, 39% of LINE members leveraged the Locator Service to find the nearest Nespresso stores, enhancing their O2O shopping experience.