BMW Taiwan (Pan German Motors) has teamed up with Appier and Bremen Digital Creative to raise brand awareness and further foster customer loyalty following the 2022 Lunar New Year (CNY) campaign.
By implementing Appier’s BotBonnie conversational marketing solution, BMW Taiwan was able to better use Meta’s Recurring Notifications feature and successfully connect with its community on Facebook to achieve four times more engagements than it did in previous years.
One of BMW’s key marketing objectives is to gain exposure on social media and trend with today’s digital-first consumers. With this in mind, BMW Taiwan is focusing on engaging both potential buyers and existing BMW car enthusiasts on social media channels.
With more than 600,000 Facebook followers, BMW Taiwan reached out to more potential BMW enthusiasts and convert them into buyers.
Based on Facebook Messenger’s policy, fan pages are only allowed to send messages containing promotional content when responding to users who have messaged in the last 24 hours.
With the Recurring Notifications that Meta is testing out as a new feature, businesses can send messages to users who agree to receive multiple promotional messages.
Appier’s BotBonnie was selected as one of the beta testers for this feature in Taiwan and was able to leverage this feature to help BMW Taiwan better engage with its users on Facebook and Messenger.
Bremen Digital Creative conceived the campaign around a Lunar New Year tradition where the first person to burn incense in the temple after midnight is blessed with good luck.
Moreover, by leveraging BotBonnie’s comment auto reply feature, BMW Taiwan was able to immediately respond to users and create a longer duration of engagement with each of them.
“During the whole campaign process, Appier’s BotBonnie solution provided our users with 24/7 support,” said Li Chiang, digital marketing specialist at BMW Taiwan. “With the conversational marketing solution, we could respond to users immediately and create longer and more engaging journeys.”
Chiang said that as the next step, they are integrating BMW Taiwan’s data across different channels in order to accomplish multi-marketing objectives.
“With the Lunar New Year campaign, BMW Taiwan saw a tenfold improvement in customer participation over previous online campaigns, and we can attribute that success to Recurring Notifications, powered by Appier’s conversational marketing solution BotBonnie, Meta’s authorized partner,” said Samuel Chiang, assistant manager of customer success at Appier.