Mondelez India wanted a new platform to create engagement for the Valentine’s Day seasonal sale campaign, without solely relying on a standard digital video marketing ploy.
Seasonal marketing is extremely vital to drive product sales and e-commerce is essential to bring in young, millennial spenders. Banner ads and simply being available on online retailers wasn’t enough and Mondelez India wished to create a conversation around the product with a short-term but high-return marketing campaign.
Confectionery and Beverages
Haptik App – Android and iOS
To create a buzz around the campaign, a dedicated channel “Valentine’s Special Store” was created on the Haptik platform with the Valentine’s Day branding.
Once a user entered the channel, they were taken to the customised Valentine’s Store chat flow which was designed to fit with the romantic theme. Mondelez India’s chatbot helped the consumers navigate through the store.
The chatbot generated interest in the products and even gave non-purchasing users a takeaway with cute Valentine’s Day tips and suggestions to impress loved ones that amplified the brand’s Presence.
This staggered method of presenting the product created a conversation about the brand and resonated well with the highly-coveted millennial audience in the 25-40-year-old age Group. The campaign overachieved its target by 56% within 10 days of being live and saw a conversion rate of 12.9%.
Re-engage your audiences with chat based ads on India’s largest publishers.
The Grofers sale was live for 10 days. During that time, the bot was able to handle 75% of customer queries on its own, without the need for human intervention. For the remaining instances, where the bot was unable to respond to the customer query, one of the 6 human agents available resolved the query using the live agent-chat interface.
Cumulative Brand Reach
Unique Users who Initiated Chat
Engaged Users Who Inquired About Products
Interested Users Who Placed Orders
Above Expected Target
Average Engagement Time Per User