Title | MOMSENGER |
Brand | MEAD JOHNSON NUTRITION (HONG KONG) LTD |
Product / Service | MEAD JOHNSON HONG KONG FACEBOOK CHATBOT SERVICE |
Category | D03. Use of Social & Digital Platforms |
Entrant | CMRS DIGITAL SOLUTIONS LIMITED Hong Kong, HONG KONG |
Idea Creation | CMRS DIGITAL SOLUTIONS LIMITED Hong Kong, HONG KONG |
Name | Company | Position |
---|---|---|
Charlie Yim | CMRS Digital Solutions | Content Creation Manager |
Pien Wu | CMRS Digital Solutions | Assistant Content Creation Manager |
Nicole Wong | Beyond Digital Solutions | Senior Content Creation Specialist |
Ashley So | CMRS Digital Solutions | Content Creation Specialist |
Ball To | CMRS Digital Solutions | Content Creation Assistant |
Yulande Choi | CMRS Digital Solutions | Senior Manager |
Fung Sze Chung | CMRS Digital Solutions | Account Manager |
Winki Chung | CMRS Digital Solutions | Assistant Manager |
Maggie Ip | CMRS Digital Solutions | Social Media Supervisor |
Isabella Lee | CMRS Digital Solutions | Social Media Specialist |
Alex Wong | CMRS Digital Solutions | Content Creation Specialist |
Mikayo Chu | CMRS Digital Solutions | Social Media Assistant |
Some say facebook chatBOT is for customer services, some say it's for e-commerce. We say it's for love and learning! In MOMsenger resides an adorable and charismatic personal assistant (personated by a local kid influencer). No one makes a better companion of moms than an energetic and sunny looking girl who is similar age as their own sons and daughters. As an organic avatar of MOMsenger, this "junior assistant" CARES, PLAYS and LEARNS like no other rigid chatBOTs do.
Not Applicable
Mead Johnson launched “MOMsenger” - a 24/7 accessible “humanized companion” by utilizing the trending IM channel, namely Facebook ChatBOT. Organic 1-on-1 engagement with moms is done by an adorable and charismatic little personal assistant (personated by a local kid influencer) to develop a cordial relationship with moms and moms-to-be: SHE CARES for her “mom-friends” by sending intimate yet highly differentiating messages from time to time; SHE PLAYS games with people to increase emotional bonding, just like what a real friend does; SHE LEARNS to tailor her replies by a self-learning segmentation system, which understand the preferences and personalities of different audience through chatting. She can match her topics basing on different needs.
• 72% said it is “very to extremely” helpful • 90% found it “very to extremely” easy and convenient • 2 out of 3 very likely to use it more often and recommend to others • Winner of Best Idea - Customer Acquisition in MARKies 2018 Without Facebook ad, performance of the chatBOT can still be organically sustained. More importantly, moms started to trust the chatBOT by asking lifestyle questions, which is a testimony to the success of the campaign. It is encouraging to see such positive feedback after the initial launch, which helps pave the way for deeper engagement in the next phase. This continuous commitment and momentum will consistently put Mead Johnson ahead of the competition in customer acquisition and engagement.
Consumers seek brand experience through interactions at different touchpoints. Among the existing touchpoints in the milk formula industry, there are often communication hiccups – “irresponsive”, “rigid communication”, “one way”, “remote”, etc. Reviewing the customer journey, we found that loyalty and irreplaceable customer relations were not built through any one-off promotion, but an ongoing conversation that can start/stop at any preferred point of time. Thus, we activated a new, humanized, caring and 24/7 accessible touchpoint through Facebook ChatBOT – MOMsenger.
Millennial moms are researching for more details, within a shorter time that may be allocated at any hours during the day. Either “education” or “engagement” alone is not enough to build trust or loyalty of both new and existing customers. We focus on upgrading the user experience of the Mead Johnson CRM system to "Edu-gage" customers, fostering growth and loyalty.