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Campaign support
Chico's
January 2019
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.
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.
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.
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