Tribal Worldwide Hong Kong has launched a Facebook chatbot to introduce Neutrogenaâ€™s latest hydro boost series of products, in a bid to engage with customers prior to making a purchasing decision.
The Facebook chatbot acts as a real-time digital beauty advisor that recommends suitable product combinations based on the nature of the consumerâ€™s skin.
The initiative aims to bridge the gap between introducing a brand and customers developing an active interest in a product.
â€śTo truly add value to a customerâ€™s experience, you have to be there at the right place at the right time with the most relevant information,â€ť said Leo Tsui, head of Tribal Worldwide Hong Kong. â€śThe chatbot is accessible, easy-to-use and very helpful.â€ť
The experience completes the customer journey from online or social to offline or retail by guiding consumers towards their purchasing decision, on their terms.
â€śTribalâ€™s intuitive chatbot experience is the perfect solution for mass-market cosmetic brands like Neutrogena looking to offer customers a more personalised experience,â€ť said Stephenie Kwok, senior brand activation manager at Neutrogena. â€śWe are now able to stay connected with our customers from the introduction via a branding campaign, all the way through to the trial and ultimate decision to purchase a product.â€ť
The soft launch took place via Neutrogenaâ€™s Facebook page in October. The platform will become a long-term customer engagement channel for one-on-one interactions with consumers. Following its launch, Tribal will roll out a number of major enhancements to the chatbot experience to continue promoting new and existing product ranges.
Tribal Worldwide Hong Kong
Head of Tribal: Leo Tsui
Technical and operations director: Bocys Lam
Group creative director: Marco Lam
Associate creative director: Tung Lam
Assistant art director: Eve Cheung
Copywriter: Kelvin Wong
Senior account director: Koman Ko
Digital executive: Hester Ma
Account executive: Coco Tsang
Johnson & Johnson Hong Kong
Commercial director: Xiqiao Nakano
Head of marketing: Chloe Kwok
Senior brand activation manager: Stephenie Kwok
Johnson & Johnson Taiwan
Digital marketing manager: Michelle Lo