LINE Mini Apps: #1 in User Count! Learning from "Georgia" about Personalized Communication that Connects with Customers

※This article features an advertorial originally published on MarkeZine on December 22, 2025.

How can we accurately analyze diverse data and achieve brand communication tailored to each individual customer? This series introduces case studies embodying "CX-Connect," a concept championed by Dentsu Japan (Dentsu Group). This installment focuses on "personalized communication," featuring an interview about Coca-Cola Japan's coffee brand "Georgia" and its LINE Official Account initiatives.We spoke with Mr. Tanaka from Dentsu Inc., Mr. Tsuchiya from Dentsu Digital Inc., and Mr. Fujita from DENTSU PROMOTION PLUS INC., who led the project, about the design strategy for personalized communication and key points for data utilization. We explored the secrets behind maintaining continuous user engagement through LINE operations.

How to Balance Purchases and "Brand Love"

MarkeZine Editorial Department (MZ): Achieving high-quality communication with customers is a long-standing, major theme for brands.AsdentsuJapan supports various brands, what challenges do you feel many companies face these days?

Tanaka: The complexity of touchpoints and timing for brand awareness has increased, making it challenging to effectively connect these to purchases. At the same time, intensifying sales promotions often makes it harder to convey the brand's message. Balancing purchasing with "brand love" (customer affection and favorability toward the brand) is a major challenge.

The key lies in personalized communication. However, it's actually not uncommon for marketing initiatives to be designed with unclear answers to "who" and "what" they target.

Tsuchiya: As environments enabling the capture of user behavioral data become established, the challenge lies in building strategies around "which data to use and how." While numerous analysis tools exist, many companies struggle due to insufficient information and insights to understand their differences.

To achieve personalized communication, the key points in data utilization are striving to deeply understand each individual user and building relationships that make users want to stay connected.

Fujita: More companies are seeking "strategies to connect with customers." As Tanaka pointed out, even promotional campaigns aimed at sales must convey not just "value propositions" but also the brand's core message. Striking the optimal balance between driving sales and communicating the brand message is a major challenge.

MZ: How should we address such challenges?

Tanaka: Rather than starting with the technical aspects, it's essential to first clarify the goals and then translate them into specific initiatives. The project we'll discuss later wasn't initiated solely by launching a LINE Official Account. We considered the necessary means to achieve the goals, and as a result, designed initiatives utilizing LINE.

Georgia's LINE-Based Communication: "Making Every Day Happy"

MZ: In this interview, we'll explore the initiatives of Georgia, the coffee brand developed by Coca-Cola Japan.

Tanaka: For Georgia, the brand concept "Mind and body moving forward at your own pace" was the starting point. Building on that, we designed the LINE Official Account strategy with the goal of "delivering little daily moments of happiness tailored to each individual." We launched the LINE Official Account in February 2025 and distribute coupons every Monday morning.

It's not just about distributing coupons; we also deliver personalized messages designed to evoke a feeling of joy. This embodies our wish for people to "spend their day happily while enjoying their coffee."

Additionally, we meticulously crafted content featuring brand ambassador Ado from a user experience perspective. Beyond her official LINE stickers, we deliver playlists and messages tailored to users' moods. We designed every detail with the "experience" in mind, including a clever feature where messages appear to come from Ado's icon, even though they originate from the Georgia LINE Official Account.

MZ: Could you share why you chose Ado?

Tsuchiya: The Georgia brand faced the challenge of expanding its reach to a broader audience, particularly younger customers. Therefore, we initiated a communication strategy featuring Ado as the brand symbol. She is highly recognized among younger demographics, possesses a versatile seven-color singing voice, and can resonate with the "need for each person to be their authentic self."

MZ: Could you also share the rationale behind delivering messages and coupons every Monday morning?

Fujita: The appeal of bottled coffee is that you can carry it with you, keep it by your desk, and enjoy it slowly over several sips. We want people to buy it in the morning and have it accompany them throughout the day. We want to be that encouraging presence, helping them start their day with a positive mindset. We designed this to establish that rhythm starting on Monday, the first day of the week.

Capturing dynamically changing user data to achieve deeper connections

MZ: Regarding this initiative, could you also explain the data utilization design aspect?

Tanaka: Under the shared goal of "getting many people to use coupons and feel positive," teams from Dentsu Inc., Dentsu Digital Inc., and DENTSU PROMOTION PLUS INC. collaboratively advanced data analysis.

We have abundant data for customer understanding, such as traffic sources, LINE in-app actions like "when messages were opened" and "how far content was experienced," as well as purchase data from promotional activities, including time/location of purchase and cross-sold items. When multiple teams operate, they often collect and analyze these diverse data points independently, leading to fragmentation. Therefore, we consciously focused on aligning perspectives on "how to interpret the data" and fostering collaboration.

Tsuchiya: Data isn't just about collecting, analyzing, and stopping once you get results. What you do next is crucial. And what's often forgotten is that users are "dynamic" – their state changes over time. Therefore, behavioral data can shift before and after a campaign. To achieve personalized communication, you need to understand the user's situation at each moment and consistently devise and execute the appropriate communication.

To achieve this, we created and used a sheet to track user states at frequent intervals. By reviewing this sheet, each team determines what actions are needed and translates them into concrete initiatives.

Fujita: For example, by understanding not only demographic factors but also how habitually users purchase, we clearly identify the target groups we want to strengthen each time. By delivering personalized messages to those users, we aimed to increase the opportunities for them to enjoy Georgia.

Designing experiences that effectively deliver tailored content to users

MZ: What did you focus on when designing the brand experience?

Tanaka: We focused on two key elements: who sends the message and what the message contains. For example, for users who joined after acquiring Ado's LINE stamps, we increased the delivery of message content from Ado herself. For this group, we prioritized enhancing emotional resonance by treating "receiving a message from Ado" as the most crucial experience.

Tsuchiya: Identifying over 1.5 million users by ID and delivering the optimal message and coupon to each was extremely challenging, but it was essential to achieve personalized communication.

Furthermore, the creative content itself changes based on "what to communicate to which users." For Ado's fans, incorporating her illustrations would be more appreciated. On the other hand, for users responsive to deals, we focused on expressions that clearly conveyed the benefits of coupons. We continue to differentiate creatives weekly like this while constantly validating more effective ones through A/B testing.

Ranked #1 in LINE Mini App users for 7 consecutive months! Building relationships that aren't blocked, even with weekly messaging

MZ: What results did this initiative achieve?

Tanaka: The coupons utilize a LINE Mini App accessed via the official LINE account. In the LINE Mini App user rankings, we've maintained the top position for seven consecutive months (based on daily cumulative DAU count as of October 2025). Achieving this result amidst numerous released LINE Mini Apps demonstrates that we've built a relationship where users don't block our weekly messages from LINE.

Tanaka: Generally, even after launching a LINE Official Account, many companies hesitate to increase message frequency, worried about being blocked. By prioritizing weekly coupon distribution and incorporating personalized content, we feel we've achieved communication that users genuinely appreciate.

Fujita: Directly connecting with Georgia fans was also a major achievement. While creating personas from purchase data for outreach is common, this time we connected with each real fan individually via LINE, enabling us to directly gauge their reactions. This approach can be applied to other initiatives.

Enhancing data value through group collaboration and maintaining continuous user connections

MZ: What do you think were the key points that led to the results?

Tanaka: From the user's perspective, LINE isn't just "a social media platform for brands to unilaterally broadcast promotional campaigns"; it's a daily communication tool. This initiative was managed without forgetting that fundamental premise.

Furthermore, all team members from Dentsu Inc., Dentsu Digital Inc., and DENTSU PROMOTION PLUS INC. understood each company's strengths and clearly defined their roles. Moving forward, we want to continue focusing on communication that delights users.

Tsuchiya: Creating a LINE Official Account that users want to stay connected with was made possible by analyzing each user's data and designing strategies and initiatives based on that analysis. Combining Dentsu Digital Inc.'s user ID analysis with Dentsu Inc.'s marketing strategy perspective and DENTSU PROMOTION PLUS INC.'s purchase data analysis further enhanced the value of the data. The key success factor was leveraging each company's expertise to create synergy.

Fujita: It's crucial not to fear being blocked by users and to persist in maintaining connections. Precisely because we connect directly, we can clearly identify what information is valuable to each individual user and how best to deliver it. I believe the results stemmed from dentsu Japan collaborating to implement a PDCA cycle while formulating and executing our strategy.

MZ: Are there any further initiatives you'd like to pursue?

Tsuchiya: Solving challenges using AI. For initiatives requiring large volumes of creative assets, production costs remain a key issue. Currently, LINE is also experimenting with AI-generated creative assets and text messages, and we're seeing gradual results. We aim to incorporate AI into future proposals as an area where its value can truly shine.