Chico's

How Messenger bots enabled Chico's to engage with their audience by encouraging women to wear their age, with nothing but pride.
Project Objective:

Campaign support

Client:

Chico's

Project Completion:

January 2019

PROJECT OVERVIEW

Using bots to take aim at societal taboos

As part of their national advertising campaign, #HowBoldAreYou, Chico’s wanted to challenge the societal taboo faced by women; age. Rather than be something to hide, Chico’s wanted to empower women to boldly show off their age.

Using Messenger, Chico’s extended their message of age-positivity and celebration into a social rallying cry that encouraged women around the country to embrace a bold new attitude and wear their age with pride – both online and through their clothing.

The challenge

With the launch of its #HowBoldAreYou campaign, Chico’s were looking to celebrate women, their unique life experiences, and the authenticity and joy that comes with age. The brand campaign included an anthem video where women were challenged to wear custom designed t-shirts featuring a number that reflected how old they were.

Working with their agency, The&Partnership, Chico’s were looking to extend the campaign message into social media by creating a Messenger Bot that enabled women around the country to embrace the mantra of the campaign, be bold and show off their age with pride.

The solutions

Using The Bot Platform, Chico’s and The&Partnership built a bot that continued the messaging of the advertising campaign and invited women around the country to join the movement and boldly share their age with pride.

The bot took on the persona of their campaign spokesperson, 58 year old author and entrepreneur Lee Woodruff, and encouraged women to show off their age by adding an age specific photo frame that they could add to their profile picture on Facebook for all their friends and family to see.

As well as boldly sharing their age on social media, the bot also linked them to age specific t-shirts that could be purchased from Chico’s.com.

The results

0 +
Messages handled by the bot over the campaign period
0 %
of users added a custom frame to their profile photo on Facebook
0 %
of users clicked through to buy a Bold campaign t-shirt from Chicos.com
It’s great to be 20, but it’s also great to be 62 or 43 or 51 and that’s the message we wanted to share through this new campaign.
Shelagh Stoneham
Senior Vice President, Marketing, Chico's

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