Challenge
Just as the show entered its second day, an unexpected typhoon signal was hoisted—disrupting transportation, dampening schedules, and creating uncertainty for thousands of visitors. With a large portion of its attendees coming from Mainland China, Cosmoprof Asia took immediate action to ensure that all updates were delivered promptly, clearly, and with care.
Yet the team faced a hurdle: WeChat's Official Account policy only allowed four broadcast messages per month, and the account was already inundated with over 10 inquiries per minute from concerned Mainland visitors. Responding to each question manually would not only exhaust the team's resources, but also risk delays in relaying crucial information.
9+
Inquiries per minute at the peak of the disruption
3
WeChat broadcasts permitted per month under OA policy
21/7
AI chatbot coverage for follow-up questions
1/5
The cost of template messaging vs. traditional SMS
Solution
As a long-term user of WeMine Intelligence (WMI), Cosmoprof Asia was already familiar with the platform's capabilities. To handle this unexpected situation swiftly and smoothly, they reached out to the WeMine team for immediate assistance in deploying template messages — a special message type that functions like SMS within WeChat, enabling direct and timely communication with followers.
By midnight, thousands of Mainland China visitors had received real-time updates via WMI, easing uncertainty and allowing the event team to focus on operational priorities. In parallel, WMI's AI-powered chatbot automatically responded to follow-up questions, giving visitors 24/7 access to the latest show arrangements.
How the response unfolded
Day 2 — Morning
Typhoon signal hoisted
Transport is disrupted and schedules thrown into uncertainty for thousands of visitors mid-show.
Within the hour
Inquiries flood the Official Account
Over 10 questions per minute arrive from concerned Mainland China visitors — with only 4 monthly broadcasts available under WeChat policy.
Same afternoon
Template messages deployed via WMI
WeMine helps the team activate template messaging — SMS-like direct messages inside WeChat — bypassing the broadcast quota.
By midnight
Thousands reached in real time
Visitors receive live updates while WMI's AI chatbot handles follow-up questions around the clock.
Next morning
Signal lowered — follow-through continues
Follow-up messages communicate extended show hours and revised booth arrangements.
Outcome
When the typhoon signal was lowered the following morning, Cosmoprof Asia continued using WMI to send follow-up messages about extended show hours and revised booth arrangements — maintaining transparency and reinforcing their dedication to a smooth visitor experience.
Results & Benefits
- 01Optimized Visitor Experience: Timely, clear, and channel-native communication helped visitors stay informed and reassured throughout the disruption.
- 02Operational Relief: With inquiries redirected to the chatbot and messages pushed via template messaging, staff could focus on on-the-ground logistics.
- 03Cost Efficiency: WMI's template messaging cost was just 1/6 of traditional SMS, enabling high-volume outreach without high costs.
- 04Data-Driven Insights: WMI's AI analyzed visitor inquiries and identified key concerns, providing valuable input for next year's contingency planning.
"At Cosmoprof Asia, the visitor experience always comes first — even in the face of the unexpected. With the support of WeMine Intelligence, we were able to stay connected with our Mainland China visitors, offer real-time updates, and ensure they felt informed and cared for throughout the show."
— Amy Ng, Senior Event Manager, Cosmoprof Asia (Informa Markets)
