More first order via Messenger compared to ads that click to app
Decrease in cost per first order
More purchase via Messenger compared to ads that click to app
The United Nations is an intergovernmental organization whose purposes are to maintain international peace and security among nations.
Click to Messenger ads
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Direct message automation
Automate your customer journey and educate people on products and initiatives.
Send notifications to drive ongoing engagement and education.
Click to Messenger ads, organic search, social, owned and offline channels.
United Nation's messaging strategy solves the challenges marketers face with customer education
It’s not easy for NGOs to raise awareness of campaigns related to global issues. It’s a major challenge even for United Nations, despite being a well-known non-profit organization internationally.
Due to ad fatigue, shrinking attention spans, and a decline in trust towards non-profit organizations, NGOs need to lift brand awareness and educate people on how the funds they acquired will be used to fulfill their mission.
How did messaging help NGO marketers at United Nations connect with their audiences and educate them about their latest initiative?
United Nations engages customers with a one to one conversational journey across the customer
Here’s how United Nations transformed their customer journey from start to finish.
It shows you how to send audiences into Messenger from Facebook ads, how to engage and qualify them, typical conversion paths, and then how to re-engage them to drive education.
1 | Acquire users
with paid ads, organic search and social entry points, plus owned and offline channels.
2 | Engage & qualify
users to understand their individual needs and personal preferences.
3 | Convert users
by personalizing their journey and sending qualified traffic to the right website page.
4 | Send notifications
on their preferred messaging app to drive ongoing engagement and education.
5 | Increasy loyalty
with tailored and timely messages that make your audience take valuable actions.
United Nations captures zero party data in a privacy-safe channel to improve customer profiles, segment audiences, and reach them directly
Educating customers in chat with a guided experience helps United Nations capture zero party data on customer preferences. They use this to personalize the buyer journey in real-time and send tailored content.
Below is an example of how United Nations structures the data from chat to build audience segments and re-engage customers one to one with push notifications from Messenger.
United Nations lifted campaign awareness with automated tailored messages sent on Messenger.
Using an automated customer journey on Messenger, United Nations succeeded in raising awareness of its ACTNOW initiative.
They used several entry points, including Click to Messenger ads, to build an audience and direct them to a one to one chat conversation, where they received educative content on climate change.
With the Messenger bot, United Nations were able to magnify climate change issues and educate people on how their donations help the organization take action.
The non-profit organization also sent tailored content about climate change to send qualified traffic to their website page. This increased brand awareness and encouraged participation with, and donations to, the organization.