Unilever’s Baby Dove Brand Offers Filipino Moms A Community They Can Trust Admin July 12, 2022

Unilever’s Baby Dove Brand Offers Filipino Moms A Community They Can Trust
While Reducing Customer Acquisition Cost by 85%

With Chatbot Built by Acuvate Acuvate
Staying in sync with evolving customer needs and being relevant in their crucial life moments can help CPG brands connect with their customers better.
But how do CPG brands build lasting customer relationships in a cluttered market and on crowded advertising platforms? How do they achieve these meaningful connections while keeping customer acquisition costs low?

Here is how Baby Dove did it.

Baby Dove with the help of Acuvate, a core technology partner of Unilever, integrated an award-winning chatbot with the brand’s Facebook messenger to serve as a digital partner for first-time parents. The chatbot engages new parents in community-building efforts through relevant, hyper-personalized content and recommendations with Baby Dove Real Moms Village. Today, this is a 100k-strong community of Filipino parents.

how Baby Dove did it

“Acuvate’s expertise in understanding digital solutions and proactiveness in launching innovations was really instrumental in growing Baby Dove Real Moms Village into what it is now. Through our chatbot solutions and innovations, we’re able to better understand our consumers and thus allowing us to create plans that can further add value to their lives. “

- Sharmaine Aquilino, Deos SEA and Personal Care PH Digital Commerce Category Planning and Delivery Sr. Assistant Manager

It is Baby Dove’s ­first platform among all its markets that offers real parenting representation and peer-supported learning to first-time mothers, answering their questions, recommending products and helping them find a supportive community of other mothers through what they call Baby Dove Real Moms Village. Content – events and articles – is also constantly updated, giving mothers a reason to make repeat visits and engage with Baby Dove on a long-term basis.

In addition to providing mothers with advice and support at their fingertips, the chatbot is designed to register moms to Baby Dove Real Moms Village to unlock even more perks. An incentive program plays a vital role at every stage, rewarding the mother at every stage with U-COINs, Unilever’s proprietary rewards scheme. U-COINs can be won on enrolment, via referrals and by reading articles or participating in events. These U-COINs can then be redeemed to purchase Unilever products online, or at program partners like supermarkets and other retailers.

Key Achievements

The chatbot has been a roaring success for Baby Dove, with over 100,000 moms using the chatbot to engage with Baby Dove and the Real Mom’s Village

Baby Dove’s average acquisition cost per customer dropped by a whopping 85%, making it a star performer in the Unilever stable

Chatbot’s easy integration with Facebook alleviates the need for busy mothers to spend too much time ­filling in their details when they register which improved registration numbers dramatically

Leveraging the Facebook’s Private Replies feature, the bot sees users’ Facebook Comments and proactively reply to them privately.

The bot also uses Conversational AI to gauge users’ need gaps and provide personalized product recommendations that ­fit them.

The chatbot has also attracted industry recognition, being declared Best in Advancing Signals at the Meta Partner Day, 2021.

Chatbot has also won a Silver at the MMA Smarties APAC Awards and was a Finalist for Technical Innovation: Data, including Customer Intelligence and Analytics, at the Boomerang Awards 2021

The Baby Dove #RealMomsVillage Chatbot won the MSAP ICE Awards 2021 for “A Data-Driven Campaign Recognizing Moms’ Needs”.

Read full Case Study here

About Acuvate's BotCore

A conversational AI chatbot platform with Total Customer Experience and Hyper-personalization capabilities, seamlessly integrates your company’s business needs with deep customer behavioral insights to deliver content and communication that resonates with your customers.

Adopt a modern approach to building lasting customer connections. Accelerate brand affinity while keeping customer acquisition costs low. Assist your customers with hyper-personalized, relevant content delivered through an intelligent & empathetic chatbot. With Acuvate’s chatbots, befriend your customers and build brand affinity like never before.

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