By Iris Yim
Originally Aired on September 18, 2024
Introduction
The webinar was hosted by the Asian American Advertising Federation (3AF) on Sept. 18, 2024, with Genny Hom-Franzen introducing Jill Chang of Prosumer Marketing. Jill shared her experience in marketing, particularly focused on Taiwan’s unique digital environment and the role of platforms like LINE in engaging consumers.
Key Points from Jill Chang’s Presentation:
1. Taiwan’s Internet Usage and Social Media Landscape
Jill began by discussing the high level of internet and social media usage in Taiwan, where 95.6% of the population uses social media platforms, with the average user spending around 2 hours per day online. LINE, a messaging app, is the most popular platform, playing a critical role in communication, entertainment, and even commerce for Taiwanese consumers.
2. The LINE Ecosystem
Jill elaborated on the importance of LINE in Taiwan, which is much more than just a messaging app. It offers a wide range of services, including LINE Pay, LINE Bank, and LINE Points, allowing users to make transactions, shop, and participate in promotions seamlessly. These features integrate deeply into Taiwanese daily life, and marketers have leveraged LINE’s broad ecosystem to engage consumers at multiple touchpoints.
3. Case Studies of Marketing Strategies in Taiwan
Jill shared several case studies of how brands have successfully used LINE to connect with consumers:
- HeySong: A traditional Taiwanese beverage brand, HeySong used LINE to modernize its image and appeal to younger consumers. The company integrated QR codes on smart vending machines, allowing users to interact with the brand through gamification, and LINE’s features helped HeySong engage new customers in innovative ways.
- Uniqlo: The clothing brand Uniqlo faced a challenge in getting consumers to buy pants. Through LINE, they developed a system where users could input their height, weight, and gender to receive recommendations on which pants to purchase. This data-driven approach turned pants into some of Uniqlo’s best-selling items in Taiwan.
- 12 Hotpot Chain: This Taiwanese hotpot chain created a virtual farming game within LINE where users could grow and harvest virtual crops. These crops could be exchanged for real ingredients at the restaurant. This interactive experience helped increase customer engagement and brought foot traffic to physical stores.
- Korean Ginseng Brand: Jill also mentioned a Korean ginseng brand that leveraged Taiwanese consumers’ growing interest in health and wellness. Through LINE, they offered personalized health solutions, successfully merging traditional health remedies with digital engagement.
4. LINE’s Financial Services
Jill explained how LINE has expanded into financial services, including LINE Pay, LINE Bank, and LINE Points. These tools allow users to make purchases, earn points, and engage in promotions, creating a seamless digital experience. She shared personal anecdotes, such as using LINE Pay for daily transactions, highlighting its convenience and popularity in Taiwan.
5. The Power of LINE’s Content Ecosystem
Jill discussed LINE’s efforts to become a content platform, with services like LINE TV, LINE Webtoon, and LINE News. These services cater to Taiwanese consumers’ desire for localized and relevant content, offering everything from dramas and webcomics to live-streamed events. This comprehensive content ecosystem enhances LINE’s role as a go-to platform for entertainment, shopping, and information.
6. Engaging Consumers through Fun and Culture
LINE Ghost Alerts: During Taiwan’s Ghost Month, LINE launched a creative campaign called “LINE Ghost Alerts.” This feature warned users about ghost sightings in areas prone to accidents when using phones. The campaign used Taiwanese superstitions to encourage safer behavior while engaging users in a culturally relevant and playful way. It reduced phone-related accidents by 33% during the period.
7. LINE Official Accounts (OA)
Jill highlighted the significance of LINE OA (official accounts) for brands in Taiwan. Many companies, such as Family Mart, use LINE OA to offer exclusive promotions, services, and even live streaming events. LINE OA allows brands to personalize their marketing efforts, interact with consumers, and build long-term loyalty through consistent engagement.
Key Takeaways:
- Integration of Digital Tools: Brands in Taiwan leverage LINE’s ecosystem, including financial services, messaging, and content, to create a seamless experience for consumers. This integration allows brands to engage with consumers across multiple channels, from payments to entertainment.
- Cultural Relevance: Successful campaigns like LINE Ghost Alerts and Uniqlo’s personalized recommendations show the importance of culturally relevant and tailored marketing strategies. By tapping into local beliefs, behaviors, and preferences, brands can build stronger connections with their audience.
- Personalization through Data: Data-driven marketing is crucial in Taiwan’s digital landscape. From Uniqlo’s personalized pants recommendations to LINE’s targeted promotions, the use of data helps brands offer tailored experiences that resonate with consumers.
- Gamification and Engagement: Interactive experiences, such as 12 Hotpot’s farming game, highlight the effectiveness of gamification in increasing consumer engagement and driving foot traffic to stores.
- LINE as a Multi-Service Platform: LINE’s vast ecosystem, from payment systems to entertainment services, provides endless opportunities for brands to integrate marketing strategies across different consumer touchpoints.