ManyChat supporting key moments in e-commerce – RYOBI Case Study

RYOBI is one of the largest and most innovative global manufacturers of power tools, which needed an effective communication strategy for key sales moments. RYOBI is the world leader in the DIY segment, and their innovative ONE+ cordless tool system facilitates renovation, housekeeping, and gardening work.

Strategic seasonal periods such as Halloween, Black Friday, and the gardening season were particularly important to us, as they represent natural sales peaks in the cordless tools and equipment category. RYOBI is one of the most popular brands among homeowners, gardeners, DIY enthusiasts, and car enthusiasts, which makes these moments even more crucial for the brand.

Traditional social media contests based on comments, reactions, or tags, while popular, had their limitations. They were easy to ignore, difficult to measure accurately, and most importantly, did not directly support sales.

The goal was to increase engagement on RYOBI’s channels at key sales moments and translate that engagement into measurable business results.

Strategic automation with ManyChat

For the RYOBI brand, we decided to make clever use of ManyChat, a tool for creating chatbots on Facebook Messenger and Instagram. Automation allowed us to expand the range of communication possibilities and create activations that engage in an unconventional way.

ManyChat enabled us to:

• Automatically conduct conversations with potential customers
• Send personalized messages in real time
• Create a variety of scenarios – from simple lead magnets and product quizzes to promotional campaigns
• Combine marketing and sales activities into a seamless experience
• Acquire contacts

Halloween campaign:

• As part of a targeted automation initiative, we gave away hundreds of unique discount codes.
• The CTR was as high as 83%.
• The communication led to the complete sell-out of available stock.

Garden season campaign:

• As part of the promotion of a PDF gardening guide, we sent out hundreds of gardening guides.
• CTR was 78%.
• Subscribing to the newsletter was also mandatory, building a base for future activities.

Additional automation successes:

• At the start of the gardening season, with the help of creator Joanna Żytkowska, we created an e-book entitled “Start your first vegetable garden.”
• The CTR was 65%.
• The goal of automation was to expand the newsletter subscriber base and support sales. Thanks to our collaboration with the creator, the implementation of automation, and the delivery of value to consumers, we were able to significantly expand the base at a low cost per lead.

RYOBI’s success shows that smart and thoughtful use of automation, especially when combined with attractive rewards, valuable content, and well-planned paid promotion, can generate absolutely great results.

This approach effectively supports the achievement of key business goals:

• Increasing sales at key seasonal moments
• Acquiring newsletter subscriptions
• Effective promotion of new products
• Increased engagement around brand activities

Automation in social media for the RYOBI brand has become not only a tool, but a strategic way to build valuable relationships with audiences and achieve measurable business results.