Heysong 黑松｜Century-Old FMCG Brand: Data-Driven Member Loyalty Strategy

📍 Project Goal

• Manage member engagement via LINE Official Account to strengthen brand loyalty and consumer interaction

• Build member profile data to analyze follower behavior patterns

• Integrate multi-brand receipt data through CDP to optimize targeted push campaigns

🚀 Strategy

• Automated new member journey: New LINE followers automatically receive a welcome survey to collect basic profile data and purchase preferences

• Cross-referenced member receipt data with LINE member profiles via CDP for precise audience segmentation and personalized push messaging

• Amplified influencer collaboration impact with a Lunar New Year limited-edition online game, driving LINE follower growth and boosting engagement rate

🎯 Outcome

• Welcome message CTR grew by 2x

• Push message open rate reached 40%+

• Lunar New Year limited-edition game attracted 2,000+ participants