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LEGO
Title
Ralph The Gift-bot
Project type
Social Strategy, Content Planning, Measurement
Date
2018
CONTEXT:
LEGO needed to drive preference and sales during the Holiday. But its research told them that consumers were overloaded with choice and that many —more than 25% — also found gift research online as stressful as a trip to the shops.
MY OBJECTIVE:
Deliver a social-first experience that helps alleviate the stress of online shopping, while driving incremental holiday sales
MY STRATEGY:
Create a conversational chat bot that uses a series of questions to narrow down gift options, and provides a flawless experience directing to the LEGO website for direct purchase.
RESULTS:
+ 25% of all in-season online sales, with a 6x return on ad spend in key markets
+ Over 50K potential new customers
+ 2018 Best Use of Chatbot for The Drum Social Buzz Awards (Special Commendation)
+ Facebook Best-in-Class Chatbot Case Study, 2018
