Future Parenting
(未來親子)

In the age of digitalization, many family learning brands are concerned with how to break away from traditional children’s book marketing methods, increase impressions, and boost customer engagement. In the past, brands relied on static ads and traditional marketing methods to sell children’s books, making it difficult to connect with target audiences on a deeper level.

To overcome these challenges, Future Parenting has partnered with BotBonnie to leverage the Persona Kit, multiple features, and multi-channel growth tools to build an immersive, interactive experience. By linking its LINE, Facebook, website, and EDM channels, the brand not only expanded market penetration for its children’s books, but also ensured users could enjoy a consistent and personalized book shopping experience.

Client Testimonial

BotBonnie’s Persona Kit has brought a brand new interactive experience to children’s books marketing, helping us boost impressions and participation. The Persona, Conditions, and Random Reply Kits really elevated the fun interactions. Through BotBonnie’s multi-channel growth tools and first-person persona interactive design, Future Parenting was able to immerse our audiences in the stories and keep them engaged longer with personalized interactions. We were also able to leverage multiple channels including LINE broadcast, rich menu, Facebook posts, and EDMs to expand our audience reach and drive more traffic. We’re excited to continue working with Appier’s extraordinary interactive marketing capabilities for more innovations that will revolutionize family content marketing!

 - Will, Digital Planning Director, Future Parenting

Drive Multi-channel Growth and Expand Children’s Books Market Influence

To reach a wider family audience, Future Parenting implemented a multi-channel online growth strategy to optimize impressions for its children’s book content and attract more engagement. The campaign was broadcast across Facebook, LINE, website, and EDM and succeeded in attracting 970+ users to engage with the interactive quiz, which enhanced brand influence and content engagement.

Facebook in particular attracted 47.8% of the engagement, making it the main channel for reaching users. Meanwhile, LINE broadcast and rich menu were responsible for 40.1% of the engagement and provided a direct entry point for users to participate in the interaction. Finally, broadcasts on the brand’s website/EDM rounded up the remaining 12.1% and ensured the brand had all bases covered when it came to multi-touchpoint reach.

With this multi-platform strategy, Future Parenting successfully expanded its children’s book marketing reach and paved the way for further personalization and conversions.

Persona Interactions with Multiple Features — Scenario-based Engagement for Better User Experience and Participation

Traditional marketing broadcasts are a one-way street and lack the emotional impact that will make them memorable to users. Therefore, for this campaign, Future Parenting leveraged BotBonnie’s array of engagement features to incorporate the BEERUA character into dialogue and quizzes. With the Condition and Random Reply Kits, the brand created a fun and more immersive experience for users.

Previously, Future Parenting’s marketing messages were text-heavy and only showed the standard LINE OA profile image and name. With BotBonnie, the system could rework the interactive content into the persona’s perspective and replace the standard LINE OA profile with BEERUA’s image and name. This increased visual recognition and enabled the users to immerse themselves in the storyline with BEERUA, thus boosting brand attraction and memorability.

In addition, the conditions feature was able to redirect users to different content recommendations based on quiz results, while the random reply feature enhanced the fun of the interaction. This innovative way of engagement transformed the brand’s marketing from a one-way street to a two-way interaction, which in turn drove conversions by increasing social media traffic and user participation.

This success story has shown that combining multiple features, such as the Persona, Conditions, and Random Reply Kits, is effective in boosting user participation and engagement. This not only made children’s books marketing more attractive, but also drove tangible conversion benefits.

Looking Ahead: Personalized OMO Customer Journey for Better Precision and CVR

Future Parenting plans to leverage OMO (online-merge-offline) strategies to optimize its user journey and increase marketing precision and CVR. The brand intends to place QR codes in physical locations such as book fairs, family pop-up markets, and bookstores, which users can scan to join its LINE OA and start their personalized book recommendation and shopping experience. Furthermore, the brand will utilize LINE, email, and SMS to retarget different audience segments with sample read invitations and tailored content to increase purchase intent. There are also plans for an OMO loyalty scheme, where users can earn points by engaging in interactions to enhance their connection with the brand.

Future Parenting will also use data tags and shopping behavior analysis to tailor its marketing content for users with different engagement histories. For example, if a user previously participated in an event but did not further engage, the system can send limited-time offers to encourage the user to revisit. High-value customers and event lovers can be offered VIP early access offers and exclusive content to strengthen their brand loyalty, while customers with unused coupons will receive reminders or additional discounts as extra incentives. Finally, checkout reminders and community recommendations can help drive customers with abandoned carts to complete their purchases.

Future Parenting aims to build a more comprehensive journey with this OMO precision marketing strategy to maximize its brand influence from point of reach to engagement and then conversion, ultimately strengthening brand loyalty and increasing digital marketing efficiency for children’s books.