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data-ms="{"creative":"link","creative_detail":"link&device_type=desktop","create_type":"link","create_type_detail":""}">Messenger API</a><img class="_6voz _7f2d _92d5 _930h img" src="https://scontent-hkg1-2.xx.fbcdn.net/v/t39.2365-6/240669395_4359597734102034_9117470332913277762_n.svg?_nc_cat=103&ccb=1-7&_nc_sid=e280be&_nc_ohc=eqPD0iP70s4Q7kNvgFDpKfy&_nc_zt=14&_nc_ht=scontent-hkg1-2.xx&_nc_gid=A9aQslfAmN0p739K7gMsX-A&oh=00_AYCqRUkRGcJUxpmKjrlpCjZjD6J67IY5ukkrMnCrm3nftA&oe=675C4D02" alt="" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}" /></li><li class="_41qd">HBO Max</li></ul></div><div class="_8xgl _8-4_"><div class="_8-4z"><div><div id="u_0_0_Qh"></div><div id="developerRefreshHomepageHero"></div></div></div><div class="_8-4w _8xh1" style="background-color: #F1F4F7"><div class="_8-4v" id="u_0_1_Q5"><div class="_8xgm"><div class="_8xgv"><div class="_2js7 _2jqq _4wnt _7pk5 _7pj_ _7pk8 _7pk2"><h3 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdy _8xdr _8xdj _8yp1 _8zf- _93n_ _8xdh _8zge" style="color:#1C2B33;letter-spacing:3px;">MESSENGER API 與 MESSENGER API FOR INSTAGRAM</h3><div style="height:15px" class="" id="u_0_2_w2"></div><h1 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdv _8xdr _8xdj _8yp1 _8zf- _93n_ _8xdh _8zge" style="color:#1C2B33;">HBO Max</h1><p style="color:#1C2B33;" class="_8zym _8xdr _8xdj _8xd_ _8yp1 _93n_ _8zf- _9ao6">透過前後一致的互動式發訊宣傳活動，吸引活躍的粉絲社群互動</p><div style="height:15px" class="" id="u_0_3_EV"></div><a href="/products/messenger/messenger-api-instagram/" class="_928p _928m _90v1" target="" data-interaction-identifier="devsite_trackable_element" data-click-value="hero | messenger api ig | start building" data-ms="{"creative":"button","creative_detail":"\/developer-v2\/hero\/section\/call-to-action&device_type=desktop","create_type":"\/developer-v2\/hero\/section\/call-to-action","create_type_detail":""}"><div class="_8xnq"><div class="_8xnp"><svg width="38px" height="38px" viewBox="0 0 38 38" version="1.1" xmlns="http://www.w3.org/2000/svg"><g id="Lead" stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g id="DevCircle-Lead" transform="translate(-104.000000, -446.000000)" stroke="#1C2B33"><g id="Managing-a-circle" transform="translate(0.000000, 136.000000)"><g id="Button/Large" transform="translate(105.000000, 311.000000)"><g id="Icon/Button-arrow"><g id="arrow-group-right-link"><circle id="Oval" opacity="0.5" cx="18" cy="18" r="18"></circle><g id="Group-2" opacity="0.828706287" transform="translate(11.000000, 13.000000)" stroke-width="2"><polyline id="Path-2" stroke-linecap="square" points="8 0 13 5 8 10"></polyline><path d="M0,5 L13,5" id="Path-3"></path></g></g></g></g></g></g></g></svg></div><div class="_8xnr"><div class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6" style="color:#1C2B33;">開始建構</div></div></div></a></div></div></div><div class="_8xgn"><img class="_6voz _7f2d _1ef6 _8xgo _8xh3 _8xgq _8xh6 _8xgt _8xgo _8xh3 _8xgq _8xh6 _8xgt img" src="https://static.xx.fbcdn.net/rsrc.php/v3/y4/r/-PAXP-deijE.gif" alt="" id="developerRefreshHeroMobileImage" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}" style="background-image: url('https\3a //scontent-hkg4-2.xx.fbcdn.net/v/t39.2365-6/342631530_206797048757704_6552656340097715670_n.jpg?_nc_cat\3d 111\26 ccb\3d 1-7\26 _nc_sid\3d e280be\26 _nc_ohc\3d Zab_lZa06bEQ7kNvgHH-OOY\26 _nc_zt\3d 14\26 _nc_ht\3d scontent-hkg4-2.xx\26 _nc_gid\3d A9aQslfAmN0p739K7gMsX-A\26 oh\3d 00_AYBScAgscIfAUSy2nuPNBusT07YINYb-VQfMsaXwD_vQbA\26 oe\3d 675C3333');" /><div></div></div></div></div></div><div class="_ace7" style="max-width:1200px; margin:0 auto; padding:0 40px;"><div class="_2jqq _4wnt _7pk5 _7pj_ _7pk8 _7pk2"><div style="height:80px" class="" id="u_0_4_YF"></div><div class="_6uo3 _370e _66vu _8ptk"><div class="_4v84 _6u3s" style=""><a href="https://www.facebook.com/GossipGirl" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}"><img class="_6voz _7f2d img" src="https://scontent-hkg1-1.xx.fbcdn.net/v/t39.2365-6/343065835_973276497417175_1730619227106191602_n.jpg?_nc_cat=101&ccb=1-7&_nc_sid=e280be&_nc_ohc=3ydtqfMll_0Q7kNvgEtLnP6&_nc_zt=14&_nc_ht=scontent-hkg1-1.xx&_nc_gid=A9aQslfAmN0p739K7gMsX-A&oh=00_AYBHCCd9xk-zsmoMFhDB7q8-vEGnuePRlzrApo0DI69IKQ&oe=675C4FF5" alt="" style="margin: auto;width: 180px;" /></a><div style="height:20px" class="" id="u_0_5_ln"></div><h3 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdy _8xdr _8xdj _8yp2 _8zg0 _93o0 _8xdh _8zge" style="color:#344854;letter-spacing:3px;">HBO Max</h3><p style="color:#344854;" class="_8zym _8xdr _8xdj _8xd- _8yp2 _93o0 _8zg0 _9ao6">品牌</p></div><div class="_4v7t _6u4h" style=""></div><div style="height:0px" class="" id="u_0_6_Nj"></div><div class="_4v84 _6u3s" style=""><a href="https://www.facebook.com/Amplify.ai.Company/" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}"><img class="_6voz _7f2d img" src="https://scontent-hkg1-1.xx.fbcdn.net/v/t39.2365-6/343404308_1170801026938531_2403291850516111625_n.jpg?_nc_cat=109&ccb=1-7&_nc_sid=e280be&_nc_ohc=z6SKs-wi_5oQ7kNvgGZJfzA&_nc_zt=14&_nc_ht=scontent-hkg1-1.xx&_nc_gid=A9aQslfAmN0p739K7gMsX-A&oh=00_AYB81dSYm7qXkO_M35tnFtAbVGaIVS_VbOIj7S3QTqPxNA&oe=675C43F8" alt="" style="margin: auto;width: 180px;" /></a><div style="height:20px" class="" id="u_0_7_f8"></div><h3 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdy _8xdr _8xdj _8yp2 _8zg0 _93o0 _8xdh _8zge" style="color:#344854;letter-spacing:3px;">Amplify.ai</h3><p style="color:#344854;" class="_8zym _8xdr _8xdj _8xd- _8yp2 _93o0 _8zg0 _9ao6">合作夥伴</p></div><div class="_4v7t _6u4h" style=""></div><div style="height:0px" class="" id="u_0_8_Bn"></div><div class="_4v8b _6u4h" style=""><h3 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdy _8xdr _8xdj _8yp1 _8zf- _93n_ _8xdh _8zge" style="color:#344854;line-height:1.2;letter-spacing:3px;" id="u_0_9_P/">成功案例</h3><div style="height:10px" class="" id="u_0_a_KY"></div><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">HBO Max 在 Instagram 使用營銷訊息，透過前後一致的互動式內容來為《花邊教主》劇集促進粉絲互動率，結果在訊息訂閱率、互動率和開啟率方面表現均遠高於業界基準。 </p></div></div><div style="height:40px" class="" id="u_0_b_w/"></div></div></div><div style="height:65px" class="" id="u_0_c_Et"></div><div class="_2jqq _4wnt _7pk5 _7pj_ _7pk8 _7pk2" style="background-color:#1C2B33;"><div class="_ace7" style="max-width:1200px; margin:0 auto; padding:0 40px; background-color:#1C2B33;"><div style="height:85px" class="" id="u_0_d_Bi"></div><div class="_6uo3 _370e _370j _8ptk"><div class="_4v83 _6u4h" style=""><div class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6" style="text-align:center; font-size: 48px; line-height: 30px; color:#EBF2E6;">90%</div><p style="color:#EBF2E6;" class="_8zym _8xdr _8xdj _8xd- _8yp2 _93o0 _8zg0 _9ao6"> Instagram 每週營銷訊息開啟率 </p></div><div class="_4v7s _6u4h" style=""><div style="height:0px" class="" id="u_0_e_Re"></div></div><div class="_4v83 _6u4h" style=""><div class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6" style="text-align:center; font-size: 48px; line-height: 30px; color:#EBF2E6;">34% </div><p style="color:#EBF2E6;" class="_8zym _8xdr _8xdj _8xd- _8yp2 _93o0 _8zg0 _9ao6"> Instagram 營銷訊息訂閱率 </p></div><div class="_4v7s _6u4h" style=""><div style="height:0px" class="" id="u_0_f_Eq"></div></div><div class="_4v83 _6u4h" style=""><div class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6" style="text-align:center; font-size: 48px; line-height: 30px; color:#EBF2E6;">167,000+</div><p style="color:#EBF2E6;" class="_8zym _8xdr _8xdj _8xd- _8yp2 _93o0 _8zg0 _9ao6"> 在「《花邊教主》爆料人」宣傳活動中與粉往來的訊息數量</p></div><div class="_4v7s _6u4h" style=""><div style="height:0px" class="" id="u_0_g_27"></div></div><div class="_4v83 _6u4h" style=""><div class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6" style="text-align:center; font-size: 48px; line-height: 30px; color:#EBF2E6;">58% </div><p style="color:#EBF2E6;" class="_8zym _8xdr _8xdj _8xd- _8yp2 _93o0 _8zg0 _9ao6">以私人回覆方式來互動的粉絲比例</p></div></div><div style="height:65px" class="" id="u_0_h_Xu"></div></div></div><div style="height:80px" class="" id="u_0_i_u5"></div><div class="_ace7" style="max-width:1200px; margin:0 auto; padding:0 40px;"><div class="_2jqq _4wnt _7pk5 _7pj_ _7pk8 _7pk2"><h3 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdy _8xdr _8xdj _8yp1 _8zf- _93n_ _8xdh _8zge" style="color:#344854;line-height:1.2;letter-spacing:3px;" id="u_0_j_g2">品牌故事</h3><div class="_6uo3 _370e _370j _370k"><div class="_4v8d _6u4h" style=""><div style="height:10px" class="" id="u_0_k_m+"></div><h2 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdw _8xdr _8xdj _8yp1 _8zf- _93n_ _8xdh _8zge" style="color:#344854;line-height:1.2;letter-spacing:1.5px;" id="u_0_l_53">獲獎節目 </h2><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">HBO Max 是一個別樹一格的串流平台，致力為觀眾呈獻獨特的劇情、複雜的角色、引人入勝的新世界以及各種類型的創新娛樂。HBO Max 提供個人化的用戶體驗，當中無論是 HBO、華納兄弟和 DC 提供的節目，還是 Max 原創節目和賣座大片，源源不絕的內容總是與眾不同，令人耳目一新和津津樂道。如此陣容強盛的劇集、電影和特製節目，成功奪得了各年齡層觀眾的歡心。</p><div style="height:0px" class="" id="u_0_m_Pk"></div></div><div class="_4v7t _6u4h" style=""></div><div class="_4v8d _6u4h" style=""><img class="_6voz _7f2d img" src="https://scontent-hkg1-2.xx.fbcdn.net/v/t39.2365-6/343172544_774488837362690_4296421802153563589_n.jpg?_nc_cat=103&ccb=1-7&_nc_sid=e280be&_nc_ohc=2nW1CPvDiwUQ7kNvgHcEfed&_nc_zt=14&_nc_ht=scontent-hkg1-2.xx&_nc_gid=A9aQslfAmN0p739K7gMsX-A&oh=00_AYAD8eDr2eBPMdiFhaRb2-WtJuqdQElyLryO0M-_Fbchvw&oe=675C2DE4" alt="" style=" margin: 0 auto; border-radius:3px 25px 25px 25px;" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}" /></div></div></div></div><div style="height:80px" class="" id="u_0_n_wp"></div><div class="_2jqq _4wnt _7pk5 _7pj_ _7pk8 _7pk2" style="background-color:#67788A;"><div style="height:20px" class="" id="u_0_o_yu"></div><div class="_ace7" style="max-width:1200px; margin:0 auto; padding:0 40px;"><div style="height:55px" class="" id="u_0_p_wV"></div><div class="_6uo3 _370e _66vu _8ptk"><div class="_4vc7 _6u4h" style=""><h3 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdy _8xdr _8xdj _8yp2 _8zg0 _93o0 _8xdh _8zge" style="color:#FFFFFF;letter-spacing:3px;" id="u_0_q_E0">品牌目標</h3><div style="height:10px" class="" id="u_0_r_p1"></div><h2 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdw _8xdr _8xdj _8yp2 _8zg0 _93o0 _8xdh _8zge" style="color:#FFFFFF;line-height:1.2;letter-spacing:1.5px;" id="u_0_s_JX">為經典節目換上新面貌，引起粉絲的殷切期待</h2><div style="height:20px" class="" id="u_0_t_4S"></div><p style="color:#FFFFFF;" class="_8zym _8xdr _8xdj _8xd- _8yp2 _93o0 _8zg0 _9ao6">頂尖串流平台 HBO Max 希望吸引 Z 代觀眾觀看其經典《花邊教主》劇集的重啟版本。為了吸引這群精通數碼的觀眾，這個節目需要採取前後一致的創新方式，來培養活躍的粉絲群及與之互動。 </p><div style="height:60px" class="" id="u_0_u_B4"></div></div></div></div></div><div style="height:75px" class="" id="u_0_v_1Z"></div><div class="_ace7" style="max-width:1200px; margin:0 auto; padding:0 40px;"><div class="_2jqq _4wnt _7pk5 _7pj_ _7pk8 _7pk2"><div class="_6uo3 _370e _70o9 _66vu _370k"><div class="_4v8d _6u4h" style=""><div style="height:0px" class="" id="u_0_w_7Z"></div><h3 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdy _8xdr _8xdj _8yp1 _8zf- _93n_ _8xdh _8zge" style="color:#344854;line-height:1.2;letter-spacing:3px;" id="u_0_x_7I">品牌策略</h3><div style="height:10px" class="" id="u_0_y_OF"></div><h2 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdv _8xdr _8xdj _8yp1 _8zf- _93n_ _8xdh _8zge" style="color:#344854;line-height:1.2;letter-spacing:1.5px;" id="u_0_z_rN">前後一致的互動式訊息</h2><div style="height:15px" class="" id="u_0_10_VM"></div><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">HBO Max 推出了多部獲獎電影和紀錄片，也製作了一些小有名氣的原創節目，深受全球粉絲追捧。當這個網絡平台決定為當代觀眾重新推出經典的青春肥皂劇《花邊教主》時，希望也能吸引到精通數碼的 Z 代觀眾緊貼這群上東區高中精英曲折離奇的故事。 </p><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">這個網絡平台明白 Instagram 一直廣受其目標受眾歡迎，因此將其加入劇情作為當中的重要元素，以劇中角色的名義開設 Instagram 帳戶，而不再是經營網誌。劇中 8 位主角都有自己的虛構 Instagram 帳戶，在當中與粉絲分享劇中角色的相片和連續短片，而其中一位主角帳戶的追蹤者人數更超過了 100,000 人。 </p><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">為鼓勵粉絲每週收看劇集，HBO Max 與對話式通訊平台 Amplify.ai 合作，透過 Instagram 傳送營銷訊息。HBO Max 會每週以營銷訊息直接向粉絲傳送 Instagram direct 訊息，以花邊教主玩世不恭的語氣提醒大家「立即備好花生，坐定定繼續追看事態發展」（Now grab your popcorn, take a seat, and stay tuned）。 </p><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">粉絲可以點擊 Instagram Direct 發訊廣告或向節目的 Instagram 帳戶傳送訊息，從而訂閱營銷訊息。透過 Instagram Direct 發訊廣告，HBO Max 無需額外成本便可以培養其互動粉絲名單；此功能還有助這個網絡平台了解哪種內容最能吸引特定的觀眾，進而有效地劃分所傳送的訊息類型。當粉絲回應節目的 Instagram 帖子來分享自己追劇的興奮心情時，HBO Max 會透過私人回覆功能向留言的粉絲傳送 direct 訊息，邀請他們接收營銷訊息並與其他內容互動。</p><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">透過讓粉絲直接在手機上隨時隨地都可以參與節目互動，HBO Max 得以培養出傳統營銷宣傳活動所不能媲美的活躍粉絲社群。當一般的短訊訂閱率平均不過 4% 左右，而電郵開啟率平均也只是 21% 時，透過 Instagram 營銷訊息傳送的每週提醒和《花邊教主》最新獨家新聞所引起的粉絲熱烈迴響，遠遠超出業界傳統溝通渠道的基準。 </p><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">HBO 品牌與原創媒體副總裁 Sean Boyle 表示：「透過 Instagram Direct 發訊廣告，我們可以快速順暢地培養粉絲群，而他們都渴望在整季節目都能參與其中。觀眾更加願意透過 Instagram 營銷訊息參與節目互動，其中我們發現每週提醒的開啟率達到了 90%。粉絲喜歡在 Instagram 交流的即時性，大約有 58% 的粉絲是以私人回覆功能傳送訊息來開始與我們聊天，這也是我們營銷訊息的訂閱率可以高達 34% 的原因。」</p></div><div class="_4v7t _6u4h" style=""></div><div class="_4v89 _6u4h" style=""><img class="_6voz _7f2d img" src="https://scontent-hkg1-2.xx.fbcdn.net/v/t39.2365-6/342049052_200800622709955_1293420804668824215_n.jpg?_nc_cat=104&ccb=1-7&_nc_sid=e280be&_nc_ohc=h9na-qfHjdUQ7kNvgG610UV&_nc_zt=14&_nc_ht=scontent-hkg1-2.xx&_nc_gid=A9aQslfAmN0p739K7gMsX-A&oh=00_AYA0FVHWi0y1jtdnd2KZuzEgLX1ZA9zRzSl7qNzu4WAX8w&oe=675C4DB8" alt="" style="margin: 0 auto;width: 300px;" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}" /></div><div class="_4v7t _6u4h" style=""></div></div><div style="height:15px" class="" id="u_0_11_Te"></div><div class="_ace7"><div class="_6uo3 _370e _66vu _370k"><div class="_4v7t _6u4h" style=""></div><div class="_4v89 _6u4h" style=""><img class="_6voz _7f2d img" src="https://scontent-hkg4-1.xx.fbcdn.net/v/t39.2365-6/343220058_642869411011043_8056793656655095850_n.png?_nc_cat=106&ccb=1-7&_nc_sid=e280be&_nc_ohc=0Ibu6sqZeWQQ7kNvgGWTbrA&_nc_zt=14&_nc_ht=scontent-hkg4-1.xx&_nc_gid=A9aQslfAmN0p739K7gMsX-A&oh=00_AYBEReSNnwu82ULN13SmJvyCrqCt7LKge68oeex1_rJ4Qg&oe=675C53DD" alt="" style="margin: 0 auto;width: 300px;" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}" /></div><div class="_4v7t _6u4h" style=""></div><div class="_4v8d _6u4h" style=""><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">Boyle 表示：「在 Instagram 營銷訊息的幫助下，我們可以在觀眾最活躍和常用的溝通渠道之一上接觸他們，因此得以透過具成本效益的自主互動方式引起粉絲熱烈的迴響。」 </p><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">為了營造更加互動的粉絲體驗，同時使觀眾進一步深陷劇情世界之中，HBO Max 使用了 Instagram 營銷訊息來推出「《花邊教主》爆料人」宣傳活動。在與 Amplify.ai 合作之下，HBO Max 開發了一款虛擬助理程式，讓粉絲成為一同大爆八卦，積極參與劇情互動。當粉絲透過 Instagram 營銷訊息收到每週最新消息時，可選擇根據與當週劇情有關的話題引子「爆料」。 </p><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">例如，助理程式可能會提問：「天啊，有誰深藏不露，暗藏的秘密多不勝數？」（My oh my, who’s got more skeletons in their closet than meets the eye?）而粉絲就可以輸入角色姓名。虛擬助理程式會一邊讓粉絲以按鈕或輸入答案的方式回覆問題，一邊不斷傳送有關不同地點、角色和關係的線索，推動劇情發展。 </p><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">Amplify.ai 技術總監 Manoj Malhotra 表示：「在『《花邊教主》爆料人』宣傳活動中，我們總共與粉絲收發了 167,000 多則訊息。當粉絲成為玩家投身自己喜歡的故事情節時，他們相當踴躍參加這類填空遊戲，所創下的互動率高得令人難以置信。透過 Instagram 營銷訊息，我們可以探索各種創意十足的概念，使粉絲完全沉醉於心愛的節目當中，因此 Instagram 營銷訊息帶來的總互動率高達 38%，比業界基準高出 1.7 倍。」 </p><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">有鑒於《花邊教主》粉絲互動率之高，HBO Max 打算也向其他熱門節目的忠實觀眾傳送 Instagram 營銷訊息。 </p><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">Boyle 表示：「多得 Instagram 營銷訊息，我們找到了一種效力十足而且可大幅擴展的方法來與粉絲交流，我們可以邀請粉絲按需要隨時就他們喜歡的劇情參與互動，無論他們身在何方都可以立即採取動作。」 </p></div></div></div></div></div><div style="height:80px" class="" id="u_0_12_GV"></div><div class="_2jqq _4wnt _7pk5 _7pj_ _7pk8 _7pk2" style="background-color:#F1F4F7;"><div class="_ace7" style="max-width:1200px; margin:0 auto; padding:0 40px;"><div style="height:75px" class="" id="u_0_13_Nw"></div><div class="_6uo3 _370e _66vu _370k"><div class="_4v8b _6u4h" style=""><div style="height:0px" class="" id="u_0_14_Tf"></div><img class="_6voz _7f2d img" src="https://scontent-hkg1-2.xx.fbcdn.net/v/t39.2365-6/342396452_623885192547483_8888714473878264451_n.jpg?_nc_cat=104&ccb=1-7&_nc_sid=e280be&_nc_ohc=zl1almCvsdEQ7kNvgGmSy_U&_nc_zt=14&_nc_ht=scontent-hkg1-2.xx&_nc_gid=A9aQslfAmN0p739K7gMsX-A&oh=00_AYDBA4WHTp3mDnIYKbDnm4oTm_Mso6HC6VH1LMVzHRzMvQ&oe=675C2F58" alt="" style="margin: 0 auto; border-radius:25px 25px 3px 25px;" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}" /></div><div class="_4v7t _6u4h" style=""></div><div class="_4v8d _6u4h" style=""><div style="height:0px" class="" id="u_0_15_vr"></div><h3 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdy _8xdr _8xdj _8yp1 _8zf- _93n_ _8xdh _8zge" style="color:#1c2b33;letter-spacing:3px;" id="u_0_16_Se">成功啟示</h3><div style="height:10px" class="" id="u_0_17_Q4"></div><h2 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdw _8xdr _8xdj _8yp1 _8zf- _93n_ _8xdh _8zge" style="color:#1c2b33;line-height:1.2;letter-spacing:1.5px;" id="u_0_18_sK">高訂閱率和開啟率 </h2><p style="color:#1c2b33;" class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6">HBO Max 使用營銷訊息為其《花邊教主》劇集培養出活躍的粉絲群，在訊息訂閱率、互動率和訊息開啟率都錄得佳績，引起粉絲熱烈的迴響。 </p><ul class="_41qb _41qc"><li class="_41qd" style="color: #1c2b33;font-family: Optimistic Text, Helvetica, Helvetica Neue, Arial, sans-serif; font-size: 16px;line-height: 28px;">Instagram 每週營銷訊息開啟率達 90</li><li class="_41qd" style="color: #1c2b33;font-family: Optimistic Text, Helvetica, Helvetica Neue, Arial, sans-serif; font-size: 16px;line-height: 28px;">Instagram 營銷訊息訂閱率達 34%</li><li class="_41qd" style="color: #1c2b33;font-family: Optimistic Text, Helvetica, Helvetica Neue, Arial, sans-serif; font-size: 16px;line-height: 28px;">通過在「《花邊教主》爆料人」宣傳活動中與粉往來的訊息數量超過 167,000 則</li><li class="_41qd" style="color: #1c2b33;font-family: Optimistic Text, Helvetica, Helvetica Neue, Arial, sans-serif; font-size: 16px;line-height: 28px;">58% 粉絲以私人回覆的方式來互動</li></ul><div style="height:45px" class="" id="u_0_19_Hh"></div><span style="color: #1c2b33;font-size: 12px;display:block;text-align:center; letter-spacing: 0.5px;">*成果因介紹的企業而異，有關數據均由企業自身提供。成功案例的成果取決於多種因素，因此不盡相同。</span></div></div></div><div style="height:80px" class="" id="u_0_1a_1l"></div></div><div style="height:80px" class="" id="u_0_1b_Mt"></div><div class="_ace7" style="max-width:1200px; margin:0 auto; padding:0 40px;"><img class="_6voz _7f2d _92d5 img" src="https://scontent-hkg4-1.xx.fbcdn.net/v/t39.2365-6/126246912_722488615362128_1794306237425700421_n.svg?_nc_cat=106&ccb=1-7&_nc_sid=e280be&_nc_ohc=-wy3XGH3bu4Q7kNvgFz2qln&_nc_zt=14&_nc_ht=scontent-hkg4-1.xx&_nc_gid=A9aQslfAmN0p739K7gMsX-A&oh=00_AYDsxWXqC9KfDuuIJqYSDgVyMp7sjDiwPKeLp_tYiPZrww&oe=675C6328" alt="" style="margin: auto;" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}" /><p style="color:#67788A;" class="_8zym _8xdr _8xdj _8xd_ _8yp2 _93o0 _8zg0 _9ao6"> 透過 Instagram Direct 發訊廣告，我們可以快速順暢地吸引更多粉絲渴望在整季節目參與其中。觀眾更加願意透過 Instagram 營銷訊息參與節目互動，其中我們發現每週提醒的開啟率達到了 90%。粉絲喜歡在 Instagram 交流的即時性，大約有 58% 的粉絲是以私人回覆功能傳送訊息來開始與我們聊天，這也是我們營銷訊息的訂閱率可以高達 34% 的原因。</p><h2 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdw _8xdr _8xdj _8yp2 _8zg0 _93o0 _8xdh _8zge" style="color:#1c2b33;line-height:1.2;" id="u_0_1c_W/">Sean Boyle</h2><div style="height:10px" class="" id="u_0_1d_f0"></div><div class="_8zym _8xdr _8xdj _8xd- _8yp2 _93o0 _8zg0 _9ao6" style="color:#67788A;"> HBO Max 品牌與原創媒體副總裁</div></div><div style="height:80px" class="" id="u_0_1e_A5"></div><div class="_2jqq _4wnt _7pk5 _7pj_ _7pk8 _7pk2" style="background-color: #FBFBFF;"><div class="_ace7" style="max-width:1200px; margin:0 auto; padding:0 40px;"><div style="height:80px" class="" id="u_0_1f_7K"></div><div class="_2jqq _4wnt _7pk5 _7pj_ _7pk8 _7pk2"><h2 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdv _8xdr _8xdj _8yp2 _8zg0 _93o0 _8xdh _8zge" style="line-height:1.2;letter-spacing:1.5px;" id="u_0_1g_N1"> 所用產品</h2><div style="height:60px" class="" id="u_0_1h_ov"></div><div class="_6uo3 _370e _66vu _370k"><div class="_4v8c _6u4h" style=""><img class="_6voz _7f2d _92d5 img" src="https://scontent-hkg4-2.xx.fbcdn.net/v/t39.2365-6/126200120_418614882648942_3186421134948058193_n.png?_nc_cat=111&ccb=1-7&_nc_sid=e280be&_nc_ohc=Sn-Oyu8G8OIQ7kNvgGrxb3f&_nc_zt=14&_nc_ht=scontent-hkg4-2.xx&_nc_gid=A9aQslfAmN0p739K7gMsX-A&oh=00_AYBKQhfXZMCZ0-PriGlWRhO6qkbHXYGFXbiNWkRV0dJCfQ&oe=675C2EE5" alt="" style="margin: auto; width: 49px;" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}" /><div style="height:10px" class="" id="u_0_1i_bx"></div><h3 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdy _8xds _8xdj _8yp2 _8zf- _93n_ _8xdh _8zge" style="line-height:24px;" id="u_0_1j_LS"> Messenger</h3><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp2 _93n_ _8zf- _9ao6"> 這些方案是建立您 Messenger 體驗的基石。無論您想開發潛在顧客、提升銷售業績還是提供顧客服務，我們都能依據您的需求提供最佳解決方案。 </p><a href="/products/messenger/" class="_928q _928m _90v1" target="" data-interaction-identifier="devsite_trackable_element" data-click-value="clarins story | products used | messenger api | learn more" data-ms="{"creative":"button","creative_detail":"\/developer-v2\/section[4]\/div\/section\/row\/column[1]\/call-to-action&device_type=desktop","create_type":"\/developer-v2\/section[4]\/div\/section\/row\/column[1]\/call-to-action","create_type_detail":""}"><div class="_8xnq"><div class="_8xnp"><svg width="38px" height="38px" viewBox="0 0 38 38" version="1.1" xmlns="http://www.w3.org/2000/svg"><g id="Lead" stroke="none" stroke-width="1" fill="none" fill-rule="evenodd"><g id="DevCircle-Lead" transform="translate(-104.000000, -446.000000)" stroke="#232323"><g id="Managing-a-circle" transform="translate(0.000000, 136.000000)"><g id="Button/Large" transform="translate(105.000000, 311.000000)"><g id="Icon/Button-arrow"><g id="arrow-group-right-link"><circle id="Oval" opacity="0.5" cx="18" cy="18" r="18"></circle><g id="Group-2" opacity="0.828706287" transform="translate(11.000000, 13.000000)" stroke-width="2"><polyline id="Path-2" stroke-linecap="square" points="8 0 13 5 8 10"></polyline><path d="M0,5 L13,5" id="Path-3"></path></g></g></g></g></g></g></g></svg></div><div class="_8xnr"><div class="_8zym _8xdr _8xdj _8xd- _8yp1 _93n_ _8zf- _9ao6" style="">了解詳情</div></div></div></a></div><div class="_4v7t _6u4h" style=""><div style="height:15px" class="" id="u_0_1k_vp"></div></div><div class="_4v8c _6u4h" style=""><img class="_6voz _7f2d _92d5 img" src="https://scontent-hkg4-1.xx.fbcdn.net/v/t39.2365-6/186319739_328654785270504_5390741553135654712_n.png?_nc_cat=110&ccb=1-7&_nc_sid=e280be&_nc_ohc=L9gZCL7gOhIQ7kNvgESXAaI&_nc_zt=14&_nc_ht=scontent-hkg4-1.xx&_nc_gid=A9aQslfAmN0p739K7gMsX-A&oh=00_AYC_VJRZwv7M9dTrpFxONU7rkCqEgrIq0kfGBV0zI_CMIg&oe=675C56D2" alt="" style="margin: auto; width: 130px;" data-ms="{"creative":"image","creative_detail":"image&device_type=desktop","create_type":"image","create_type_detail":"image"}" /><div style="height:15px" class="" id="u_0_1l_+G"></div><h3 class="_8xdr _8xdj _8yp1 _93n_ _8zf- _8xdh _8xdy _8xds _8xdj _8yp2 _8zf- _93n_ _8xdh _8zge" style="line-height:24px;" id="u_0_1m_Jw"> Messenger API for Instagram</h3><p style="" class="_8zym _8xdr _8xdj _8xd- _8yp2 _93n_ _8zf- _9ao6"> 透過與現有工具和資料整合，Messenger API for Instagram 簡化了管理大量顧客訊息的工作，以助將對話轉化為業務成果。 </p><a href="/products/messenger/messenger-api-instagram/" class="_928q _928m _90v1" target="" data-interaction-identifier="devsite_trackable_element" data-click-value="clarins story | products used | messenger api for ig | read docs" data-ms="{"creative":"button","creative_detail":"\/developer-v2\/section[4]\/div\/section\/row\/column[3]\/call-to-action&device_type=desktop","create_type":"\/developer-v2\/section[4]\/div\/section\/row\/column[3]\/call-to-action","create_type_detail":""}"><div 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