Infobip > Case Studies > Unilever's Innovative Product Promotion Using WhatsApp Business Chatbot

Unilever's Innovative Product Promotion Using WhatsApp Business Chatbot

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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
  • The WhatsApp Business campaign exceeded all expectations, with the engagement level far surpassing the initial goal of 600 interactions. The success of the campaign led to its extension from three days to a week. The conversational approach of the campaign proved to be a huge success, resulting in a significant increase in sales and positive feedback from customers. The campaign was so successful that Unilever had to bring in external partners to meet the demand. The company also received numerous calls at their call center praising the campaign. As a result, Unilever is now considering adding a WhatsApp number directly to the product package.
Quantitative Benefit
  • 14 times higher product sales than on ordinary days
  • Over 290,000 messages exchanged in 7 days
  • 6,335 unique users interacted with Comfort’s chatbots in the first 12 hours

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