Ramadan holds immense significance for Frisian Flag, a comprehensive dairy brand catering to every stage of life’s dairy needs, from family milk powder, ready-to-drink milk, to sweetened condensed milk. Understanding the pivotal role Ramadan plays in acquiring new users and enhancing product consideration, Frisian Flag zeroes in on its target audience: Indonesian mothers. Collaborating closely with research teams and media partners, Frisian Flag identifies a common concern among mothers during Ramadan—finding nutritious meal recipes to win their family’s day. Leveraging this insight, Frisian Flag not only seeks to provide solutions but also seamlessly integrates its products into the solution.
Source: Campaign Journey, Friesland Campina
Recognizing the growing prevalence of WhatsApp usage among mothers, Frisian Flag pioneers a groundbreaking initiative—a 30-day Recipe WhatsApp Subscription bot. In exchange for their first-party data, mothers receive daily recipe suggestions tailored to their needs: Takjil, Sahur, and Kue Kering recipes. Prior to sharing their valuable first-party data, Frisian Flag prioritizes transparency by providing mothers with Frisian Flag data privacy and policies. Mothers are required to explicitly consent to Frisian Flag data and privacy regulations and policies before subscribing to our recipes WhatsApp bot. Frisian Flag upholds strict data and privacy regulations, prioritizing the protection of our customers’ data at the forefront of our operations. Empowering mothers to choose their preferred category, Frisian Flag ensures that each recipe utilizes its dairy products. Moreover, alongside these recipes, Frisian Flag shares information about ongoing promotions, enticing mothers to incorporate its products into their culinary creations.
To amplify the reach of this initiative, Frisian Flag promotes the bot subscription through META Click-to-WhatsApp Ads, strategically targeting new users while excluding existing customers to ensure fresh data acquisition. This strategic move not only enhances user engagement but also positions Frisian Flag to thrive in the imminent cookieless environment, where first-party data will be paramount for personalized marketing efforts.
Source: WhatsApp Subscription Chat Sample, Friesland Campina
The results of this initiative speak volumes:
- 80% reduction in cost per new user acquisition compared to the previous year.
- A remarkable 2.4x increase in new user acquisition growth, highlighting the initiative’s effectiveness in driving engagement.
- 97% of customers surveyed agreed that the subscription bot is helpful & non-intrusive.
Through this innovative approach, Frisian Flag not only addresses a critical need but also strengthens its bond with consumers, cementing its position as a trusted ally in every mother’s kitchen during Ramadan and beyond.
