Christian Aid approached The Bot Platform to help craft a bot to support Christian Aid Week, an annual fundraising drive. Through the unique perspective of Victoria, a Senior Programme Officer from Haiti, the audience were able to see the lives of people impacted by the earthquake in the region, read up on the support work being done by Christian Aid and the events happening during Christian Aid Week.
The bot was designed to accompany Christian Aid Week, a marketing drive to help the charity promote the work they do around the world. The bot needed to be engaging and empathetic while showing off the plethora of projects Christian Aid had been working on for the last few years (specifically in the region of Haiti).
As part of the brief, it would need to be engaging enough to build a subscriber base, promote click-throughs to the website, promote the brands vision and work, and most importantly receive donations.
We decided to take the approach of showcasing Christian Aid through the eyes of Senior Programme Officer in Haiti, Victoria. Victoria had been working closely with the people of Haiti, so she was the perfect candidate to share the stories of the people affected in the region.
Users were also given the chance to explore and learn about Christian Aid’s history and work in a conversational way, helping them quickly understand Christian Aid’s mission and values, how they’re helping the less fortunate in Haiti and how the money you donate helps that cause.
Over 9000 people across the country used the bot in just 4 weeks with 5209 of them (58%) auditioning by sending an audio message. 125,000 messages were automatically sent by the bot which saw 53% higher engagement that Virgin Trains average, and the campaign went on to win best Social Media Campaign of the Year at UK Digital Growth Awards