Applicable Industries
- Consumer Goods
- Retail
Applicable Functions
- Sales & Marketing
Use Cases
- Chatbots
About The Customer
Unilever is a multinational consumer goods corporation and one of the largest in the world, owning over 400 brands. The company has a significant presence in Brazil, where it has been operating for 90 years. Unilever's products are found in almost every Brazilian home. The company was looking to promote a new line of products from Comfort, its leading fabric softener brand in Brazil.
The Challenge
Unilever, a multinational consumer goods corporation, was faced with the challenge of promoting a new line of products from their leading fabric softener brand in Brazil, Comfort. The new products included a washing powder and a washing liquid with improved capabilities. Unilever sought a unique and disruptive approach for their promotional efforts that would guarantee a significant impact. They wanted to approach customers in a way that mimicked how products are organically recommended and in a manner that the customers were familiar with.
The Solution
Unilever decided to leverage the popularity of WhatsApp, the world's most used chat app, to connect with consumers in a familiar way. In August 2019, they launched a WhatsApp Business campaign where they displayed 1,000 posters around Sao Paulo with teaser messages and a WhatsApp number. When consumers contacted the number, a chatbot named MadameBot provided advice on clothes care and introduced the new products using rich media like audio and memes. At the end of the chat, customers were offered a 50% discount on the new products and free shipping. The self-service keyword chatbot was built on Infobip’s Answers platform.
Operational Impact
Quantitative Benefit
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