"LION Family" is the LINE Official Account for online shopping of LION Corporation which have purpose to help every family be healthy. We sells range of LION's personal care products such as shower cream, toothbrush, toothpaste, detergent, etc.

We found that our shoppers love using discount codes. And the more codes were filled, the more sales increase.

But for shoppers finding a code they like is always a challenge. Codes are often long, and hard to remember Frustrations arise when unable to find or successfully enter a code, leading to dissatisfaction and a shift to other platforms.

Shift the way shoppers entering promo codes to be easier, and more excited.

By transform random letters promo codes into easily recallable positive phrases that resonate within families. From meaningless code into meaningful one.

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We create the promo campaign called "Family Love Code - 10 love quotes for my beloved one."

The Codes that everyone can guess and try easily. The Codes were created by the daily spoken words which resonate within family.

We use the top 10 positive phrases which family members want to hear most.

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And this is the first shift, we will continue this scheme with alternate festive event and theme such as Thai New Year - shoppers can fill the promo box with their new year resolution, For Pet Day - they can fill with their pet's name, For Loy Kratong Festival - they can fill with what they wish.

Data Insights:

We found that along the transactional journey, "Filling Promo Code" is one of the significantly behaviour that relate to sales.

Target Audience:

Core - LION Family's LINE Followers (people who interest in LION's range of products)

Secondary - Thai Online Shoppers whom are Female 40-60 yrs, purchasing stuffs for their family members, enjoys online shopping, and Promo.

Engaging Channel and Approach:

We focus to communicate via LINE (Thai's most favorited Chat App) and Facebook as the main media.

So we elevate the shopping experience by making the ordering process more enjoyable. Create a fun element by associating the discount with positive words or phrases.

Introduce 10 mystery promo codes inspired by the top 10 positive phrases desired by families, replacing the meaningless codes like LIONHPQE8E.

Implementation:

We gathered the top 10 positive phrases which family members want to hear most, from NESDC's survey; the Office of National Economic and Social Development Council and derived from Social Listening Tools.

Each 10 words will offer different deals.

Shoppers can try their words or phrases in promo code box on www.lionshoponline.com and chat box on LINE @LIONfamily chat. The system will response to their words or phrases filled,

No need to type it exactly, just a close meaning is enough.

Timeline:

28 August - 27 September 2023

Placement:

LINE Contents, Facebook Ads, and KOL Promo review.

Scale:

Approx. 42,000 USD including Creative Materials, Production, and Media

1,677,377 Reach via LINE

32% Codes Filled increase (compare to previous month)

2nd most Codes Filled on owned platform (LION Family and www.lionshoponline.com)