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More first order via Messenger compared to ads that click to app
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Decrease in cost per first order
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More purchase via Messenger compared to ads that click to app
COMPANY
The United Nations is an intergovernmental organization whose purposes are to maintain international peace and security among nations.
INDUSTRY
Non-profit
USE CASE
Education and discovery
Increase brand awareness, educate your target audience, and drive qualified leads to your website/app with personalized buyer journeys and 1:1 push notifications.
MESSAGING CHANNELS
SOLUTIONS USED
Click to Messenger ads
Take your Facebook ads to the next level with Messenger.
Direct message automation
Automate your customer journey and educate people on products and initiatives.
Retargeting messages
Send notifications to drive ongoing engagement and education.
Entry points
Click to Messenger ads, organic search, social, owned and offline channels.
RESULTS
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decrease in cost per conversion lift
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finished the conversation once they started it
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finished the conversation once they started it
CHALLENGE
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?
Buyer education
Engage in a two way conversation that adds value and educates buyers about new initiatives.
Customer signals
Collect zero party data signals to improve lead quality, build segments, and reduce your cost per action.
Ongoing engagement
Increase brand awareness by converting users to message channel with higher reachability than phone or email.
Lead activation
Grow new seed audiences and active existing lead lists on their preferred channel.
CUSTOMER JOURNEY
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.
DATA CAPTURE
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.
Customer profile
Virag Willis
First seen: September 20, 2022
Source: Facebook profile message button
Source: Facebook profile message button
IMPACT
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.
Talk to a conversational specialist about education and discovery
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