- Success Stories
- Recurring Notifications
- BMW Taiwan
RECURRING NOTIFICATIONS
BMW Taiwan
Revving the engine of personal messaging and brand loyalty through Recurring Notifications
BMW Taiwan
Company
Bremen Digital Creative
Agency
Appier
Partner
SUCCESS STORY
BMW Taiwan benefits from high opt in and read rates for Recurring Notifications during a three day campaign, while gaining the long term advantage to build brand loyalty by targeting customers with personalized, sustained messaging.
opt-in rates for Recurring Notifications in three days
read rate for messages sent via Recurring Notifications
more customer participation in online events with Recurring Notifications
subscriptions and 2,500+ participants
THEIR STORY
Style and luxury on four wheels
BMW Taiwan sells luxury BMW vehicles and services to customers across Taiwan through its network of dealerships, as well as online ordering options.
THEIR GOAL
Taking the driver seat in customer engagement
The BMW Taiwan team wanted deeper relationships with customers interested in researching and purchasing a new vehicle. Building brand awareness required the company to engage in sustained, consistent messaging tailored to customers’ individual preferences.
THEIR SOLUTION
Hitting the gas on relevant messaging
Whether a customer wants a stylish sedan as a family car or to hit the road in a sleek BMW Gran Coupe, purchasing a new car involves a lot of time and research. As a seller of luxury vehicles, BMW Taiwan aims to keep customers engaged through every stage of their car buying journeys. Maintaining brand awareness is important to getting more customers on the road, faster.
With many customers wanting to connect to the brand over Messenger, the BMW Taiwan team saw an opportunity to create a new pathway of sustained engagement on the company’s Facebook page—a key destination for customers learning about the latest car models. Working with Bremen Digital Creative and software-as-a-service company Appier, the BMW Taiwan team took Recurring Notifications for a test drive during a three-day campaign coinciding with the Chinese Lunar New Year.
As the agency responsible for BMW Taiwan’s social media, Bremen Digital Creative conceived the campaign around a cherished Lunar New Year tradition where the first person to burn incense in the temple after midnight is blessed with good luck. Brand value was a key driver of the campaign, so BMW Taiwan used curated Facebook posts to invite customers to be the first person to answer BMW-specific trivia questions and win a special prize. When a customer commented, they triggered a conversation in Messenger allowing them to opt in to Recurring Notifications related to the campaign. Instead of waiting for customers to make the first contact, BMW Taiwan teams could get in the driver’s seat of customer engagement.
“Over three days, 78% of customers opted-in to Recurring Notifications, and 99% of subscribers read messages sent through Recurring Notifications,” says Li Chiang, Digital Marketing Specialist at BMW Taiwan. “Staying in touch with potential buyers with regular, relevant messaging makes Recurring Notifications more effective than general advertisements in nurturing long-term brand loyalty.”
As more customers opened Recurring Notifications with campaign-related content, the BMW Taiwan team learned more about the car models and features that revved-up each customer’s interest. With this information, the team can tailor messaging to different segments of customers, based on their interests.
“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,” says Samuel Chiang, Assistant Manager of Customer Success at Appier. As the campaign continued, the teams noticed an uptick in fan engagement, with increasing numbers of customers wanting to learn more about the BMW brand. “Importantly, Recurring Notifications helped broaden the community of BMW fans and potential customers, with the company gaining 1,500 subscriptions and 2,500+ participants in three days,” says Brian Chen, Account Manager at Bremen Digital Creative.
The team wants to accelerate its use of Recurring Notifications for future campaigns. Gaining valuable information about customer preferences via open and read rates gives the team creative flexibility to develop personal campaigns that inspire purchases.
THEIR SUCCESS
High opt-ins, read rates
When BMW Taiwan adopted Recurring Notifications over a three-day campaign, the company saw high opt-in and message read rates. More customers were also likely to participate in online campaigns after receiving a message from Recurring Notifications.
- 78% opt-in rates for Recurring Notifications in three days
- 99% read rate for messages sent via Recurring Notifications
- 10x more customer participation in online events attributable to Recurring Notifications Notifications
- 1,500 subscriptions and 2,500+ participants in three days.
“Over three days, 78% of customers opted-in to Recurring Notifications, and 99% of subscribers read messages sent through Recurring Notifications. Staying in touch with potential buyers with regular, relevant messaging makes Recurring Notifications more effective than general advertisements in nurturing long-term brand loyalty.”
PRODUCTOS USADOS
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