Ralph The Messenger Chatbot

A gift bot to ease Christmas shopping.

We've all been there… every year Christmas pops up and surprises us! Next things you know, the gift buying rush begins and we feel drowned in indecision. What gifts to buy?

We built Ralph, a lovable robot with heaps of personality and one purpose: To help you find the perfect present, a gifting champion! An easy tool to overcome a common challenge for shoppers and assist them navigate through the vast LEGO portfolio and chose the perfect gift!

First ever – Facebook Messenger commercially-driven chatbot – Ralph helps consumers chose the perfect LEGO gifts via Messenger and News Feed Ads, as part of the LEGO Group’s broader Holiday Campaigns "Give The Gift of Imagination” in Europe.

To create a seamless and engaging social media experience, I tapped into the mindsets of our audience, crafting multiple touchpoints and interaction styles for Ralph to effectively meet diverse customer needs. I designed tailored questions around budget, age, personality, and interests to ensure every gift recommendation felt personal and spot-on. We then overhauled the LEGO sets categorization, aligning each product with these new personality and interest-based segments. This approach ensured that every suggestion matched the shopper’s preferences, budget, and the child’s unique traits. Additionally, we built a custom API delivering real-time, localized stock updates from store.LEGO.com, while offering customers an exclusive free shipping code and surprise gift to complete the experience.

THE IMPACT
🤖 Reach of over 2.69 million consumers
🤖 1.2 million post engagements, with an engagement rate of over 45%
🤖 Over 50 thousand conversations with potential new customers
🤖 25% of all in-season online sales, with a 6x return on ad spend within certain markets
🤖 8.4x higher conversion rate and a 65% lower cost per purchase than other conversion-based ad formats
(such as META carousels, Canvas and collections)