Facebook is the world’s largest and longest-used online community.
Banggood is an online retail platform headquartered in China. Founded in 2006, the platform specializes in business-to-consumer (B2C) and cross-border e-commerce, and has gained global recognition by providing high-quality goods, efficient supply chain and first-class customer service. Banggood has a global logistics network consisting of nearly 40 warehouses and has established partnerships with major logistics companies, with the goal of delivering goods to customers quickly and conveniently.
Banggood tried to cater to the current social media marketing boom, but was struggling to find the most suitable way for itself. The company needed a solution that could not only attract customers, increase sales, but also run remarketing ads after the event.
To launch a Facebook-based live broadcast event as part of the 2020 Easter marketing campaign, Banggood worked with artificial intelligence development company BotHub to develop a Facebook Live experience that was integrated with the company’s existing Messenger smart assistant. Through this event, Banggood hopes to measure the impact of Messenger on customer engagement and sales conversion, and gain experience and insights on live broadcasting for global markets.
To engage its audience and promote its Facebook Live event, Banggood sent one-time notifications through Facebook’s Send to Messenger plugin and Facebook Chat plugin. These one-time notifications encouraged customers to use Messenger to share personalized Easter cards with teasers for the live broadcast.
During the Facebook Live event, Banggood became the first e-commerce platform to offer in-stream rewards, which were previously common in mobile games. In-stream rewards incentivize customers to continue watching and participating by offering Banggood coupons to customers who watch the live broadcast for a certain amount of time. Through Messenger, the company offered coupons while encouraging customers to explore its rich and diverse product offerings.
By integrating Messenger and offering in-stream rewards during live broadcasts, Banggood increased customer engagement and sales. Using the notification system to send reminders to customers and reward them for participating in live broadcasts, these practices have achieved the following results:
· Compared with live broadcasts without Messenger integration, the participation interaction rate increased to 16 times after integration;
· The purchase rate of users who received a one-time Messenger notification increased to 8 times;
· The purchase rate of users who received a one-time Messenger notification and watched the Facebook Live event increased by 4.7%.
As a social media platform with large traffic, Facebook has become one of the channels that cannot be ignored as a new digital marketing trend has been set off on social platforms. More and more cross-border e-commerce companies have realized the need to use this channel and incorporate it into the overall marketing strategy. These forward-looking insights ultimately led to higher participation and sales.