Messenger marketing: how an FMCG brand leveraged packaging to drive engagement & sales

8 weeks, 1

5 million engagements on messenger, incredible lift in brand recall and a healthy rise in sales. One of the most successful and talked about campaigns in the Middle East is Al Ain Water's Drink More Win Gold promotion which completed it's 4th edition in early 2021. Al Ain Water is one of UAE's leading bottled water brands and one of the first FMCG brands in the region to leverage Facebook Messenger to drive sales and engagement.

How did it work?

Every bottle purchased had a unique alpha-numeric code printed under the label which the user could peel off to access. The label had a QR code which launched the messenger bot where the customer could enter this unique code. Within seconds, the messenger bot replied informing the user if they won any goodies or not. The bi-lingual bot enabled both English and Arabic speaking user's to enter the contest and customers could also check the same on a website if they didn't have access to messenger. Watch this short video about the campaign and read more about why this was so successful.

Why did this work and how was it so successful?

This was one of the most successful use cases for messenger with over 1.5 million engagements in this edition of the campaign. The campaign worked extremely well as it was very easy to understand and take part. No need to download an app or go through a complex process to enter the code. The product packaging was amazingly leveraged to communicate how you could take part. Users could peel off the label and see if they've won almost instantly. As bottled water is an impulse buy in many cases, the probability of a consumer buying Al Ain increased given that a simple purchase enabled them to unlock an opportunity to win something valuable.