Background
The Fast Moving Consumer Goods market is massive, transient, and dominated by big brands. Therefore, to remain competitive in the ever-evolving marketing, Unilever — as one of Indonesia's biggest FMCG brand — has the vision to understand Indonesian audience better through a digital platform. At the same time, Alfamart wants to deliver an engaging experience to their customers on a deeper level.
In 2017, Unilever collaborated with LINE and Kata.ai to develop an intelligent virtual friend named Jemma. As a virtual friend, Jemma is designed to capture customers' intent and behavior, give them better recommendations, provide quick and accurate support, and promote Unilever brands.
We decided to integrate Jemma virtual friend into LINE Messenger as it is one of the most popular messaging applications in Indonesia at the time. The platform aslo fits well with Unilever's demographics. Through Jemma, Unilever can unlock marketable customer insights and do cross-selling to a massive audience.
Solution
We developed Jemma as an intelligent virtual friend with a bubbly personality that everybody would love to interact with. Hence, we choose a female persona that is more relatable to Unilever's key customers, so Jemma can better entertain and build a good relationship with them through everyday conversations.
Jemma is capable of handling various conversations topics, from a simple greeting to specific conversation cases such as relationship talks, zodiac signs, food recommendations, and beauty tips. Aside from that, Jemma can play a key role in retaining customers by providing instant, personalized, and engaging customer service. It can also provide customers with targeted messages and other offers that help convince them to stick with the Unilever brand.
As an intelligent virtual friend, Jemma has managed to unlock customer insights and new market opportunities. With Jemma, Unilever can deliver content in a more "human" way, nurture interactions and experiences that are authentic, engaging, and make customers feel valued.
The Impact
Jemma virtual friend has managed to gather customer's profile with up to >70% conversion rate.
Chef Pan Pan feature has successfully generated up to 30% engagement.
Jemma's monthly active user have increased with an average 11% month to month from each campaign.
In October 2017, Jemma won "The Most Interactive Brand Chatbot" award by LINE.