{"id":2265,"date":"2018-03-27T08:26:16","date_gmt":"2018-03-27T07:26:16","guid":{"rendered":"https:\/\/blog.socialsharks.cz\/?p=2265"},"modified":"2018-03-27T08:26:16","modified_gmt":"2018-03-27T07:26:16","slug":"pripadovka-kinder-bueno-uzasne-uspesny-messenger-bot","status":"publish","type":"post","link":"https:\/\/www.socialsharks.cz\/blog\/2018\/03\/27\/pripadovka-kinder-bueno-uzasne-uspesny-messenger-bot\/","title":{"rendered":"P\u0159\u00edpadovka: Kinder Bueno &#8211; \u00da\u017easn\u011b \u00fasp\u011b\u0161n\u00fd Messenger Bot"},"content":{"rendered":"<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">S na\u0161\u00edm klientem Ferrero jsme si p\u0159ed v\u00edce jako rokem ukousli p\u011bkn\u011b ambici\u00f3zn\u00ed sousto. Vytvo\u0159it z Kinder Bueno nejobl\u00edben\u011bj\u0161\u00ed str\u00e1nku pro mlad\u00e9 \u017eeny na \u010desk\u00e9m Facebooku. Jak toho doc\u00edlit? Jednodu\u0161e. Nepustit ven nic, co by nebavilo n\u00e1\u0161 t\u00fdm social media mana\u017eerek.<\/span><\/p>\n<p style=\"text-align: justify;\"><!--more--><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fkinder.bueno.cz%2Fposts%2F1307400089338364&amp;width=500\" width=\"500\" height=\"318\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Typick\u00fd humor, \u010dasto dost balancuj\u00edc\u00ed na hran\u011b, pak r\u00e1di obrac\u00edme i do kampan\u00ed a do podpory limitovan\u00fdch edic\u00ed obl\u00edben\u00fdch \u010dokol\u00e1dov\u00fdch ty\u010dinek. A nejinak tomu bylo i v p\u0159\u00edpad\u011b Fortune Messages. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Po rozbalen\u00ed t\u00e9to varianty ty\u010dinek jste si mohli p\u0159e\u010d\u00edst <strong>v\u011b\u0161teck\u00fd vzkaz p\u0159\u00edmo na vnit\u0159n\u00ed stran\u011b obalu<\/strong>. Mezi v\u00edce ne\u017e devades\u00e1tkou vzkaz\u016f se nach\u00e1zely hl\u00e1\u0161ky jako: <\/span><\/p>\n<ul style=\"text-align: justify;\">\n<li><i><span style=\"font-weight: 400;\">\u201c\u010cokol\u00e1da a nejlep\u0161\u00ed kamar\u00e1dka nikdy nezklame.\u201d<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">\u201cDnes t\u011b \u010dek\u00e1 sladk\u00fd den. Kup si pro jistotu je\u0161t\u011b jedno Kinder Bueno.\u201d<\/span><\/i><\/li>\n<li><i><span style=\"font-weight: 400;\">\u201cOdpov\u011b\u010f, kterou hled\u00e1\u0161, najde\u0161 v jin\u00e9 ty\u010dince.\u201d<\/span><\/i><\/li>\n<\/ul>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">\u00da\u010del? Pobavit.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">A nechat vzpomenout na legend\u00e1rn\u00ed \u201ckol\u00e1\u010dky \u0161t\u011bst\u00ed\u201d, kter\u00e9 zn\u00e1me z film\u016f i z \u010d\u00ednsk\u00fdch restaurac\u00ed.<\/span><\/p>\n<h1 style=\"text-align: justify;\"><b>To n\u00e1m ale jednodu\u0161e nesta\u010dilo.<\/b><\/h1>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Motiv jednoduch\u00fdch, kr\u00e1tk\u00fdch, ale motiva\u010dn\u00edch v\u011bt si na na\u0161em Facebooku vy\u017eadoval n\u011bco speci\u00e1ln\u00edho. Rozhodli jsme se neponechat motiv v\u011b\u0161tby a osudu jedn\u00e9 z na\u0161ich social media mana\u017eerek, ale sv\u011b\u0159it ji do pomysln\u00fdch rukou <strong>nestrann\u00e9 a tajemn\u00e9 um\u011bl\u00e9 inteligenci.<\/strong> Messenger Botovi.<\/span><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" class=\"giphy-embed\" src=\"https:\/\/giphy.com\/embed\/CToJzvhONI6A0\" width=\"480\" height=\"270\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 style=\"text-align: justify;\"><b>A postavili jsme na n\u011bm sout\u011b\u017e.<\/b><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">N\u00e1mi navr\u017een\u00fd Messenger Bot fungoval jako jak\u00fdsi v\u011b\u0161tec, kter\u00fd na z\u00e1klad\u011b informac\u00ed z\u00edskan\u00fdch od u\u017eivatelek generoval\u00a0denn\u00ed v\u011b\u0161tby. V\u017edy v z\u00e1v\u011bru konverzace se ale nezapomn\u011bl optat na vzkaz z Buena, kter\u00fd mohl p\u0159\u00edpadnou negativn\u00ed p\u0159edpov\u011b\u010f budoucnosti zvr\u00e1tit a <strong>p\u0159ihr\u00e1t u\u017eivatelce sladk\u00fd bal\u00ed\u010dek pln\u00fd Kinder produkt\u016f.<\/strong> Ka\u017ed\u00fd den jsme t\u00edmto zp\u016fsobem pl\u00e1novali odm\u011bnit jednoho zadavatele vzkazu. <\/span><\/p>\n<h3 style=\"text-align: justify;\"><b>B\u00e1li jsme se toho?<\/b><\/h3>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Docela jo. Na obalech Kinder Bueno toti\u017e nebyla o Botovi jedin\u00e1 zm\u00ednka. Pov\u011bdom\u00ed o tom, \u017ee n\u011bjak\u00e1 um\u011bl\u00e1 inteligence na profilu existuje, jsme museli vzbudit skrze reklamy a d\u016fmyslnou customer journey.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><strong>Za dva a p\u016fl m\u011bs\u00edce trv\u00e1n\u00ed kampan\u011b se n\u00e1m poda\u0159ilo oslovit v\u00edce jak 600 000 u\u017eivatelek<\/strong>. Notifikace na str\u00e1nce Kinder Bueno za\u010daly nep\u0159etr\u017eit\u011b blikat a n\u00e1\u0161 v\u011b\u0161teck\u00fd Messenger Bot se stal doslova p\u0159es noc virtu\u00e1ln\u00edm trh\u00e1kem.<\/span><\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2018\/03\/Screenshot-2018-03-16-11.56.47.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-large wp-image-2328\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2018\/03\/Screenshot-2018-03-16-11.56.47-1024x894.png\" alt=\"Screenshot 2018-03-16 11.56.47\" width=\"620\" height=\"541\" \/><\/a><\/p>\n<h1 style=\"text-align: justify;\"><b>Necel\u00e1 koruna za konverzaci? Pro\u010d ne!<\/b><\/h1>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\"><strong>Konverzac\u00ed jsme za dobu kampan\u011b napo\u010d\u00edtali p\u0159es 32.000, p\u0159i\u010dem\u017e jedna n\u00e1s vy\u0161la na neuv\u011b\u0159iteln\u00fdch 0,62,-<\/strong>. A ano, p\u0159i takov\u00e9m \u010d\u00edsle za\u010dnete b\u00fdt r\u00e1di, \u017ee m\u00e1te na vy\u0159izov\u00e1n\u00ed zpr\u00e1v naprogramovan\u00e9ho robota. V polovin\u011b kampan\u011b jsme pak dokonce p\u016fvodn\u011b stanovenou c\u00edlovou skupinu roz\u0161\u00ed\u0159ili, jeliko\u017e se n\u00e1m ji povedlo oslovit t\u00e9m\u011b\u0159 celou.<\/span><\/p>\n<h2 style=\"text-align: justify;\"><b>Stories vedou.<\/b><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Kampa\u0148 s limitovanou edic\u00ed Fortune Messages byla z\u00e1rove\u0148 jednou z prvn\u00edch, kde jsme opravdu masivn\u011b vyu\u017eili Instagram Stories jako jednu z prim\u00e1rn\u00edch reklamn\u00edch platforem. Na\u0161e c\u00edlov\u00e1 skupina (mlad\u00e9 \u017eeny ve v\u011bku od 18 &#8211; 34 let) jsou toti\u017e p\u0159esn\u011b t\u00edm <strong>vzorkem, kter\u00fd Instagram a hlavn\u011b Instagram Stories aktivn\u011b pou\u017e\u00edv\u00e1<\/strong>. Inzerce ve Stories tak pro n\u00e1s byla logick\u00fdm krokem. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Na\u0161e poznatky jsme zu\u017eitkovali i p\u0159i p\u0159\u00edprav\u011b kreativ. Obsah, kter\u00fd v r\u00e1mci Stories konzumujeme, jsme toti\u017e schopni registrovat v pouh\u00fdch \u0159\u00e1dech setin sekund, a proto mus\u00ed b\u00fdt v\u0161echny kreativy pro Stories koncipov\u00e1ny jako extr\u00e9mn\u011b eye-catchy a zaujmout na prvn\u00ed dobrou.<\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Pro \u00fa\u010dely kampan\u011b jsme ale samoz\u0159ejm\u011b vyu\u017e\u00edvali i jin\u00e9, \u201cb\u011b\u017en\u011bj\u0161\u00ed\u201d form\u00e1ty na Facebooku. Mezi nimi byli nap\u0159\u00edklad klasick\u00e9 CTW p\u0159\u00edsp\u011bvky, \u010di Messenger ads.<\/span><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2018\/03\/bueno_link_clicks.png\"><br \/>\n<\/a><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" style=\"border: none; overflow: hidden;\" src=\"https:\/\/www.facebook.com\/plugins\/post.php?href=https%3A%2F%2Fwww.facebook.com%2Fkinder.bueno.cz%2Fposts%2F1495967590481612&amp;width=500\" width=\"500\" height=\"633\" frameborder=\"0\" scrolling=\"no\"><\/iframe><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">V kone\u010dn\u00e9m sou\u010dtu se v\u0161echna reklamn\u00ed sd\u011blen\u00ed spojen\u00e1 s na\u0161\u00ed kampan\u00ed <strong>zobrazila u\u017eivatelk\u00e1m celkem 2.800.000 kr\u00e1t.<\/strong> \u00a0<\/span><\/p>\n<h2><b>Poj\u010fme si to tedy shrnout:<\/b><\/h2>\n<ul>\n<li style=\"font-weight: 400;\">V\u00edce jak 600.000 osloven\u00fdch u\u017eivatel\u016f<\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">P\u0159es 2.800.000 impres\u00ed<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">32.000 konverzac\u00ed s pr\u016fm\u011brnou cenou 0,62,- za jednu<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">99% osloven\u00ed c\u00edlov\u00e9 skupiny s nutnost\u00ed roz\u0161\u00ed\u0159en\u00ed po prvn\u00edm m\u011bs\u00edci trv\u00e1n\u00ed kampan\u011b<\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\">54 rozdan\u00fdch sladk\u00fdch bal\u00ed\u010dk\u016f<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Anebo si to cel\u00e9 je\u0161t\u011b jednou projd\u011bte<strong> v na\u0161em videu<\/strong>.<\/span><\/p>\n<p style=\"text-align: center;\"><iframe loading=\"lazy\" src=\"https:\/\/www.youtube.com\/embed\/_fDNquzHeJI\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<h2 style=\"text-align: justify;\"><b>\u017de to chcete taky? Co pro to ud\u011blat?<\/b><\/h2>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Vybudovat silnou fanou\u0161kovskou z\u00e1kladnu vy\u017eaduje spoustu \u00fasil\u00ed. A ano, pokud m\u00e1te v ruk\u00e1vu tak siln\u00fd love brand, jak\u00fdm jist\u011b je Kinder Bueno, jde to o pozn\u00e1n\u00ed snadn\u011bji, ale ani tak jsme \u00fasp\u011bch nenabyli zadarmo. Ustavi\u010dn\u011b <strong>pracujeme na p\u0159\u00e1telsk\u00e9 a odleh\u010den\u00e9 komunikaci.<\/strong> P\u0159ekvapujeme u\u017eivatele v koment\u00e1\u0159\u00edch, mluv\u00edme k nim lidsky, vytv\u00e1\u0159\u00edme jim dokonce personalizovan\u00e9 odznaky, kter\u00e9 si mohou p\u0159idat ke sv\u00e9 profilov\u00e9 fotce.<\/span><\/p>\n<p><a href=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2018\/03\/Screenshot-2018-03-09-15.15.54.png\"><img loading=\"lazy\" decoding=\"async\" class=\"aligncenter size-full wp-image-2331\" src=\"https:\/\/www.socialsharks.cz\/blog\/wp-content\/uploads\/2018\/03\/Screenshot-2018-03-09-15.15.54.png\" alt=\"Screenshot 2018-03-09 15.15.54\" width=\"512\" height=\"572\" \/><\/a><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">N\u00e1\u0161 Messenger Bot by nikdy nebyl tak \u00fasp\u011b\u0161n\u00fd, kdybychom cel\u00fd rok kontinu\u00e1ln\u011b nebudovali skv\u011blou d\u00e1mskou komunitu a nevybudovali grafick\u00e9 prvky, kter\u00e9 se na\u0161im fanynk\u00e1m zaryly pod k\u016f\u017ei. <\/span><\/p>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">\u00dasp\u011bch kampan\u011b zkr\u00e1tka nen\u00ed v\u00fdsledkem jen dobr\u00e9 pr\u00e1ce program\u00e1tora, copywritera, grafika nebo specialisty p\u0159es reklamy. <strong>\u00dasp\u011bch je komplexn\u00ed bal\u00ed\u010dek.<\/strong><\/span><\/p>\n<h1 style=\"text-align: justify;\"><b>A je\u0161t\u011b jedno m<span style=\"color: #ff0000;\">oudro<\/span> na z\u00e1v\u011br?<\/b><\/h1>\n<p style=\"text-align: justify;\"><span style=\"font-weight: 400;\">Jako social media mana\u017ee\u0159i nesm\u00edte nikdy dopustit, aby se va\u0161i fanou\u0161ci nudili. Va\u0161\u00ed povinnost\u00ed je p\u0159ekvapovat, vym\u00fd\u0161let nov\u00e9 podn\u011bty a hlavn\u011b neusnout na lajkov\u00fdch vav\u0159\u00ednech. <strong>A\u0165 u\u017e naprogramujete Messenger Bota jakkoliv skv\u011ble, nikdy nebude schopen nahradit plnohodnotou customer care.<\/strong> Je ale skv\u011bl\u00fdm o\u017eiven\u00edm komunikace, a to hlavn\u011b v p\u0159\u00edpad\u011b, kdy u\u017e n\u011bjakou tu dobu spolehliv\u011b funguje.<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>S na\u0161\u00edm klientem Ferrero jsme si p\u0159ed v\u00edce jako rokem ukousli p\u011bkn\u011b ambici\u00f3zn\u00ed sousto. Vytvo\u0159it z Kinder Bueno nejobl\u00edben\u011bj\u0161\u00ed str\u00e1nku pro mlad\u00e9 \u017eeny na \u010desk\u00e9m Facebooku. Jak toho doc\u00edlit? Jednodu\u0161e. Nepustit ven nic, co by nebavilo n\u00e1\u0161 t\u00fdm social media mana\u017eerek.<\/p>\n","protected":false},"author":1,"featured_media":3494,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"image","meta":{"footnotes":""},"categories":[7],"tags":[20,38,53,54,62],"class_list":["post-2265","post","type-post","status-publish","format-image","has-post-thumbnail","hentry","category-pripadovky","tag-case-study","tag-ferrero","tag-kinder","tag-kinder-bueno","tag-messenger-bot","post_format-post-format-image"],"_links":{"self":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/2265","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/comments?post=2265"}],"version-history":[{"count":0,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/posts\/2265\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media\/3494"}],"wp:attachment":[{"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/media?parent=2265"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/categories?post=2265"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.socialsharks.cz\/blog\/wp-json\/wp\/v2\/tags?post=2265"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}