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 the biggest FMCG brand, has the vision to understand the Indonesian audience better through a digital platform. While at the same time, 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 customers better recommendations, provide quick and accurate support, and promote brands under Unilever.

We decided to integrate Jemma virtual friend into LINE Messenger. Because it is one of the most popular messaging applications in Indonesia at the time, and it fits well with Unilever's demographics. Through Jemma, Unilever can unlock marketable customers' insights and do cross-selling to a massive audience.

Solution

We proposed Jemma as an intelligent virtual friend with a bubbly personality that everybody loves to interact with. Hence, we choose a female persona that is more relatable to Unilever's key customers and entertains and builds 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 relationships, zodiac, 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. Also, provide customers with targeted messages and other offers that convince them to stick with the Unilever brand.

As an intelligent virtual friend, Jemma has managed to unlock customers' insights and new market opportunities. With Jemma, Unilever can deliver content with a more "human" way, create interactions and experiences that are authentic, engaging, and make customers feel valued.