OR Happy Life: Enhancing LINE Experience and Engagement

Project Overview
The OR Happy Life project aimed to enhance the brand’s LINE Official Account experience by increasing engagement and reducing the block rate. By optimizing rich content and interactive features, the goal was to create a more personalized and seamless user journey. Additionally, the project focused on attracting younger audiences to strengthen OR’s brand presence among the new generation.

The Challenge
To increase engagement and reduce the block rate, we developed a value-driven content strategy combined with fast and useful features that encourage users to stay connected; such as real-time fuel price updates, searchable map and promotions categorized by brand, lifestyle integration with a horoscope feature. Additionally, we collected and analyzed user data to continuously refine content and optimize engagement strategies.

Key Results

• Significantly reduced the block rate while increasing engagement rate across the platform.
• Successfully increased younger audience engagement and gained more friends within this target group.
• Recognized as the Best Official Account in Automotive & Energy at the LINE Thailand Awards 2020.

By integrating data-driven insights with a compelling user experience, OR Happy Life successfully transformed its LINE Official Account into a platform that not only engages but also continuously evolves based on real audience behavior.