Taipei Performing Arts Center

Line Marketing

Launched and scaled official brand account operations from 2022, integrating chatbot marketing and cross-channel referral planning; reached 40,173 active followers in a year with an average acquisition cost of NT$5.2 and a 95.36% tag coverage rate.

Overview

Due to technical limitations in developing a stable ticketing system, the brand relied on 3P platforms with limited performance tracking; redirected resources to CRM integration with ticketing services, positioning LINE@ operations to convert channel followers and deliver brand value messaging.

Mission

Empower your channels. Build meaningful value - every step of the way.

Benifit

Leveraged the lower entry barrier of LINE friend registration compared to formal membership signup, driving efficient conversions across both digital and physical channels.

User Journey

Convert users from existing channels into LINE followers

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Drove LINE follower activation by encouraging participation in branded events and facilitating purchase behavior

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Converted LINE followers into registered members

STEP 1

Existing channels into LINE followers

Designed referral link structures for existing channels, tailoring UTM-compliant naming conventions based on channel attributes; concurrently integrated LINE followers into member benefit negotiations to enhance retention and lifecycle value.

Goal

Convert users from existing channels into LINE followers

Strategy

Developed referral link strategies to optimize user flow and optimize channel performance tracking

Solution

Orchestrated a cross-channel engagement strategy combining partnership incentives, targeted traffic flow, and CRM integration to drive conversion and deepen brand touchpoints.

Result

Achieved zero cost conversion of 22,311 users from website, show audiences, and ticket counters into brand-owned LINE followers.

Coupon

Design

Simplified coupon flow inspired by restaurant UX to boost LINE-based registration, enabling tagging and account binding for CRM precision.

STEP 2

Engaged LINE followers in branded activities and purchase actions

Integrated product messaging into LINE growth campaigns and embedded LINE into membership acquisition efforts; utilized tagging on referral links and push interactions to collect user source, product interest, and discount preference data for CRM optimization.

Goal

Activated LINE followers through participation in brand events and purchasing behavior

Strategy

Recruit with relevance - when product stories meet personalized content, users lean in and stick around.

Solution

chatbot and pre-launch marketing campaigns
push notifications for new products
audience-specific tagging to optimize engagement and CRM precision

Result

Achieved a 57% open rate and 18% click-through rate on broadcast push messages to all LINE followers, demonstrating strong engagement across the subscriber base.

Chatbot

Planned 7 annual chatbot marketing campaigns integrated with product messaging, combining content strategy and ad placements to attract 7,000 new LINE followers with demonstrated product interest.

where opera meets card play

Gamified engagement to enhance audience discovery and participation.

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Interactive circus festival map

Packaged Shilin-based attractions under a map-themed concept to negotiate collaborative partnerships and increase localized engagement.

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Not just events—experiences worth discovering

Four scenes. Sixteen stories. One unforgettable journey—curated to connect and inspire.

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Steps & Stories

Three dancers. Three cultures. One festival seen through stories, lenses, and lines.

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Pre-Marketing

Planned 7 annual product teaser campaigns using interactive surveys to collect potential leads; leveraged auto-redirects to convert 6,271 interested users into new LINE followers.

STEP 3

Followers to members

Integrated LINE membership via Binding Link from website and LIFF framework on LINE, enabling dual-end login. Leveraged account binding to deliver personalized push content and automated journeys based on member tier, user behavior, and purchase data.

Goal

Followers -> Members

Strategy

Membership that grows with you - smart upgrades and custom perks, all within your LINE app.

Solution

Developed LINE member binding features, including automated responses and custom menu design to streamline user interaction and enhance CRM onboarding flow.