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Ogilvy UK

Core disciplines: Integrated marketing

One of the Top 30 most viewed agencies for 2016

Stoptober

Facebook Messenger Chat Bot

The Results

  • The bot helped nearly 3,000 people stay quit for the 28 days of Stoptober (with no media spend).
  • 67% average engagement rate and interaction rate of 47%.
  • 92% of survey respondents found the tool helpful and 75% claimed they were now smokefree.
  • 88% also said they would recommend the service to a friend to help them quit.

Challenge

To inspire as many smokers as possible to make a quit attempt from 1st October and support them in staying smoke-free for 28 days

Stoptober Facebook Messenger Chat Bot

We realised we needed to reach our audience in the channels they are using now. Professor Robert West developed a strategy for successful quit attempts which involves being there for quitters when they need support most. So we created a chatbot that would help users in their moment of need: They could send an ‘SOS’ whenever they had a craving and the bot responded with relevant support. Daily support messages also helped to keep participants motivated and smoke-free

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