Can a LINE Official Account Host an Exhibition? Themed Conversations That Extend Friend Engagement [Results]

Our “LINE Marketing Online Interactive Exhibition” ran for nearly a month (2022.03.07 - 2022.04.05) and has now wrapped up. Through different types of games, we engaged with over a hundred registered participants in the OakMega LINE Official Account. After completing each weekly experience, participants instantly received related information from a preset chatbot and earned one entry into a lucky draw, with prizes such as coffee drinks and LINE POINTS.

We kept asking what sparks could fly when we combined LINE's direct interaction with friends and the edutainment focus of exhibitions, hoping to uncover more possibilities for LINE marketing. Below we break down how the campaign ran and what it achieved. Read it alongside the planning and strategy article we shared at the start of the campaign if you're interested in hosting an exhibition on LINE or in LINE marketing in general.

Can a LINE Official Account Host an Exhibition? Themed Conversations That Extend Friend Engagement [Preparation]Have you been to an exhibition lately? Exhibitions now come in many forms, with more interactive and immersive experiences designed to help visitors grasp the theme more intuitively. What happens when you bring an exhibition onto LINE on visitors' phones? Visitors can sign up directly through a form in the exhibition's LINE Official Account, receive exhibition information in advance, and unlock content step by step through automated broadcasts. Offline interactions can spark online conversations, and the entire exhibition could even run through a LINE Official Account. This time, we planned an online interactive exhibition in OakMega's own Official Account, themed around LINE, the platform everyone knows best, and presented it to registered friends over nearly a month.https://oakmega.com/blog/line-online-expo-campaign-preparation

Three key metrics from the online interactive exhibition

1. Over 60% more friend registrations with the MGM referral and Member Journey modules

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Only 93 people had registered before the first week's experience began. By using member referrals to get friends inviting others, and Member Journeys to keep the customer journey moving, we reached 150 registered friends by the end of the campaign, a 61.3% increase over the pre-launch number.

2. A weekly average engagement rate of nearly 65%

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We also applied Member Journeys to each week's interactive experience to improve the customer experience at every stage (play, explanation, lucky draw). Over the three weeks, experiences were started 342 times and completed 217 times, for an overall completion rate of 63.45%.

3. A block rate of just 6% among participants after the campaign

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After the campaign, the block rate among participants was just 6%. Only 9 friends blocked the Official Account during or after the campaign, showing that guiding friends through a series of interactive experiences after registration effectively retains them. The campaign also lifted the Official Account as a whole in March: the block rate among friends who joined that month was only 16.63%, better than the account's year-to-date (2022) average of 19.8%.

Three keys to a successful campaign: use LINE's real-time nature to adjust as you go

1. Use marketing automation to move friends along their journey

Member Journeys, also called automated journeys (Customer Journey), use friend tags and profile data to branch users based on conditions.

Member Journeys helped us boost both registrations and weekly engagement. We sent registration reminders to friends who “joined after the campaign started,” “clicked the registration form,” or “carried the ‘Registration Form_Entered’ tag.” To avoid the backlash of over-messaging, we set the journey to send at most one reminder per day, for no more than three days.

2. Friend experience is what matters most

As we've said again and again, games need to be relevant to your content, but what friends feel most directly is what they see at first glance. Too much text or a cropped layout will hurt the experience.

3. Why ongoing adjustment matters in LINE marketing

You may have run into chatbots firing by mistake, typos, or buttons that don't trigger anything when tapped. These are quirks unique to LINE marketing.

Once an Official Account sends a broadcast, the message can't be edited. If something goes wrong, adjusting quickly is critical. You can change the trigger links or trigger text, or send a new message to friends that replaces the problematic one.

During the campaign, we checked how message clicks and triggers were working every day through one-on-one chats, and adjusted continuously based on how friends responded.

Weekly game recap: extending friend engagement through play

Week 1: Conversational game | Card matching

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Conversational experiences on LINE really do extend engagement with friends. Few people can resist a game, and even simple card matching can work surprisingly well.

We built card matching around our elephant logo and invited friends to help find specific elephants scattered among the cards. Presenting content as cards cut down on text and made the multi-page messages easy to share, creating a viral effect.

The visual images and packaging drove an engagement rate of nearly 90%, and more than 90% of friends went on to trigger the explanation chatbot after finishing, continuing their interaction with the Official Account.

Start Conversations with Your LINE Friends: 3 Beginner-Friendly Interactive LINE GamesLINE is the most widely used messaging app in Taiwan. Its ability to interact directly with friends makes it a valuable new channel for brands managing customer relationships, and more and more brands are running Official Accounts to capture a new business model built around fragmented customer behavior.https://oakmega.com/blog/3-ways-to-interact-by-line-imagemap

Week 2: Contextual profile picture experience | Wake up the elephant

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Did you know a chatbot trigger can change an Official Account's profile picture to match the conversation?

In week two, tapping a rich message triggered different chatbot images. We packaged the week's experience as “wake up the dozing elephant,” keeping up the high engagement from week one. Once friends woke the elephant, we followed with explanations of three ways to change profile pictures. This made the conversation feel more real and gave brands ideas for changing profile pictures during holidays and campaigns to create authentic interactions.

Week 3: The ultimate messaging tool experience | Polls

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Polls are the most common way to engage friends. They make it easy to start a conversation, and they turn friends' clicks into first-party data. For example, last year (2021) we partnered with LINE TAXI on a fortune analysis paired with a ride voucher draw, extending friends' engagement with the brand. Winners could use their vouchers toward LINE TAXI rides.

For the poll questions, we gathered little-known LINE trivia that even heavy LINE users might not know. We also connected a lucky draw module to give friends who completed each week's experience a chance to win. Because the draw happened without jumping to a browser, the average draw completion rate among friends who finished the experience reached nearly 80%.

Take a Personality Quiz on LINE TAXI! Get an Exclusive Photo Frame with Popular Illustrator “Mou Ren Ri Chang” and a Friend DiscountMany people already know LINE TAXI. When Uber first entered the Taiwan market, TaxiGo had already established itself. In 2019, LINE became its largest shareholder and the service was renamed LINE TAXI. Besides a membership program where riders level up by accumulating mileage, LINE TAXI keeps users highly engaged with a daily ride credit feature. This time, LINE TAXI asked whether shareable photo frames could be combined with ride voucher redemption, and that question kicked off this collaboration.https://oakmega.com/blog/line-taxi-fortune-test-campaign

Conclusion: finding active friends is the key to a more active Official Account

Three weeks of experiences taught us that well-planned campaigns and segmented broadcasts not only significantly raise friend engagement for a brand's LINE account, but also help identify its most active friends. Going forward, whether for retargeting, segmented broadcasts, or invitations to new campaigns, brands can center their outreach on this group of active friends to spread information more precisely and effectively.

For brand strategy in the new year (2022), we've also put together the Brand Customer Engagement White Paper. Learn the latest customer engagement methods, understand customer behavior through data, and take the first step toward building a pool of loyal fans!