Case Study: Harvard Business Review Complex Chinese achieves deeper reader engagement and higher subscriptions with Appier

Building a deeper relationship with readers via a personalized reading platform on LINE

Harvard Business Review Complex Chinese wanted to strengthen relationships with readers, bring more traffic back to its website, and grow subscriptions as social apps became more popular. To do this, HBR adopted Appier’s BotBonnie conversational marketing platform and turned its official LINE account into a personalized micro-CRM, adding features like account binding, reading history, saved articles, and targeted notifications.

With Appier, HBR launched personalized campaigns on LINE and Meta, including the “HBR 100 Reading Challenge” and recurring notifications for podcasts. The result was an 8x increase in bound accounts versus previous campaigns and a 7–8% lift in LINE users returning to the website after clicking personalized messages, helping HBR improve engagement, loyalty, and listening habits.

Harvard Business Review

Wei-Ting Wang

Department of Marketing Associate Director