Disney World of English, a leading provider of English language learning products and services for young children, has captivated families across Hong Kong, Taiwan, Japan, and South Korea. Offering dynamic, home-based learning products captivate children through hundreds of stories, videos, songs, activities, interactive learning tools like OID-enabled books and Talkalong readers—the brand empowers young learners with an immersive language experience.
Unlike traditional e-commerce brands that thrive on repeat purchases, Disney World of English operates on a “one-time full purchase” model. This approach requires more time for communication and makes the initial engagement with parents a critical touchpoint, resulting in higher upfront costs.
To address these challenges, the brand partnered with Omnichat. As an official Meta Business Partner, Omnichat creates seamless customer journeys by integrating platforms like WhatsApp, Facebook, Instagram, LINE, WeChat, and official website live chat. In the Hong Kong market, Disney World of English leveraged Omnichat’s features like WhatsApp broadcasts, automated chatbots, and digital coupons, successfully boosting customer engagement and driving substantial growth in sales.
To further elevate brand awareness and foster trust with global customers, Disney World of English strategically amplifies its impact in the Taiwan market. With LINE’s unparalleled popularity in Taiwan, the brand utilised the LINE Official Account to connect with customers. Through Omnichat, the brand boosted conversion rates by 4X, demonstrating the power of automation and personalised engagement.
Curious about how Disney World of English leveraged LINE Official Accounts to achieve success in Taiwan? Read on to find out.
Why Did Disney World of English Embrace LINE Official Account Marketing?
Sophie Hu, Marketing Director at Disney World of English, outlined several strategic reasons behind this pivotal shift:
- Previously, Disney World of English captivated new customers through dynamic offline events, where parents get first-hand exposure to its learning solutions. However, the journey from initial brand awareness to actual purchase is often lengthy and requires ongoing engagement. Leveraging LINE Official Account allows the brand to maintain continuous interaction with parents.
- Disney World of English’s customer service team primarily focuses on supporting existing members, leading to missed opportunities for engaging with potential customers. To optimise engagement and streamline communication, the brand turned to automation tools, enabling real-time interactions with prospective buyers.
- With LINE widely adopted in Taiwan, it serves as a trusted and accessible touchpoint for parents seeking more brand and product information. By offering instant and detailed responses through text and image messages, Disney World of English is able to accelerate the sales process while reinforcing trust and credibility.
Three Automated LINE Marketing Strategies Transforming Business Growth
1. Expanding Reach & Customer Segmentation
Adding a LINE Official Account as a friend (LINE friend) allows customers to receive broadcasts or personalised messages from Disney World of English. To increase the number of LINE friends, Disney World of English employed a powerful blend of online and offline campaigns. Offline, the brand hosted interactive pop-up events, encouraging parents to connect via LINE, leading to an impressive 170% increase in new contacts.
Online, Disney World of English introduced the “Baby Sleep Personality” test, a fun and engaging activity that incentivised participation with exclusive gifts. Beyond engagement, this initiative also captured key customer insights, such as a child’s age, birth month, and place of birth. Leveraging Omnichat’s advanced tagging feature, the brand segmented its audience based on these insights, enabling highly targeted and personalised marketing in future campaigns.
2. Integrating CRM System & Customer Engagement
With the rapid expansion of LINE friends, Disney World of English invited customers to join the exclusive membership by simply registering their phone numbers, effectively linking LINE contacts to the brand’s internal CRM system. This integration drove a 15% membership binding rate within just one month.
In cooperation with Omnichat, Disney World of English successfully created a seamless, automated customer journey. Sophie Hu explained, “We have designed a dynamic, tree-like customer journey framework. The system tracks each customer’s engagement level—such as interaction frequency—allowing us to tailor the right marketing content at the right time. Our goal is to provide parents with valuable, personalised parenting advice through automation while seamlessly introducing relevant products, effectively driving final purchasing.”
3. Elevating Sales Conversions & Driving Membership Growth
By harnessing customer tags and automated workflows, Disney World of English segmented its audience into cold, warm, and hot leads, delivering tailored marketing content to each group. For example, customers who engaged three times within three months were classified as hot leads, prompting the customer service team to send them exclusive invitations to offline events, deepening engagement and increasing conversion opportunities.
This high-touch, data-driven approach delivered remarkable results for Disney World of English—sales conversion rates via LINE surged 4X. Additionally, LINE Official Account has become a powerful channel for engaging existing members byoffering after-sales support, new product previews, and membership upgrade incentives. Through consistent engagement and personalised broadcasts, the brand is not only strengthening customer relationships but also expanding brand awareness to attract new audiences.
Omnichat’s Technical Support: Empowering Brands with Customised Solutions
Throughout the implementation of these three strategies, Disney World of English greatly valued Omnichat’s expert support. Sophie Hu shared, “Our marketing and sales processes differ significantly from other brands, so we can’t rely on standard templates. Whenever we present our ideas to Omnichat, they swiftly develop tailored solutions for us to test. Their service quality is truly exceptional.”
Omnichat provides cutting-edge technical expertise, including optimising interface designs for tagging, seamlessly integrating contacts with the CRM system, and enhancing automated customer journeys, which significantly boosted customer service efficiency.
Kei Lin, Marketing Manager at Disney World of English, highlighted how Omnichat facilitated the integration of an automated Chatbot into their LINE Official Account. By setting up keyword auto-replies, the Chatbot instantly addresses common parent queries, significantly reducing customer service pressure. This automation empowers the brand to handle all inquiries efficiently with a single customer service representative, while also refining the accuracy and effectiveness of keyword replies.
Looking ahead, Disney World of English has set two key objectives for its LINE Official Account strategy:
1.The brand is focused on refining its marketing efforts by leveraging customer tags to gain deeper insights into audience preferences. For instance, hot leads will be invited to exclusive offline events, warm leads will receive valuable parenting tips linked to language learning products, while cold leads will be nurtured with SEO-driven educational content designed to gradually strengthen brand loyalty.
2. Once the membership binding rate reaches 50%, Disney World of English aims to roll out an innovative, personalised menu-based interface via Omnichat. This exciting new feature will deliver tailored content designed specifically for each member’s status, ensuring more relevant and engaging interactions. The ultimate goal is to expand the brand’s contact base, increase attendance at offline events, and build stronger relationships with customers, driving higher sales conversions and long-term customer loyalty.
As a leading all-in-one omnichannel chat commerce platform, Omnichat empowers over 5,000 businesses worldwide. With cutting-edge automation features like scheduled broadcasts, seamless OMO strategy and automated chatbots, Omnichat enables brands to forge meaningful connections with customers through personalised conversations.
Original source: https://tw.linebiz.com/case-study/WorldFamily/?filter-scale=smb-customers
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