Translation: Welcome to the Big B Bot
An immersive conversational shopping experience on Whatsapp for India’s biggest shopping festival.
Goal: Walmart-owned Flipkart is an Indian e-com company. They wanted to create excitement and generate more sales for its upcoming flagship five-day online sales event called Big Billion Days.
Consumer insight: Indians love the GAME of shopping. We don't like to GET a discount. We like to WIN a discount. The two-way interaction and dialogue with the shopkeeper is a big part of the joy of shopping.
Consumer insight: Indians love the GAME of shopping. We don't like to GET a discount. We like to WIN a discount. The two-way interaction and dialogue with the shopkeeper is a big part of the joy of shopping.
Strategy: Drive conversions from conversations.
Cultural Nuance: Amitabh Bachchan (a.k.a. The Big B) is an iconic 80s movie star. Imagine if MJ and Harrison Ford were one person, that's Amitabh. Now in his seventies he's turned celebrity host of the Indian "Who Wants To Be A Millionaire?" which has found him a new set of younger fans. We decided to make him the face of the Flipkart shopping bot, incorporating many of his trademark catchphrases from the movies and his game show.
Idea: Big B Bot - Gamified conversational commerce on WhatsApp.
Bollywood superstar 'Big B' becomes a shopping guide in India's biggest shopping festival on India’s first bi-lingual Whatsapp bot inviting people to unlock best deals through interactive fun games full of Bollywood trivia.
Above: Click to Whatsapp ads that take users directly to Whatsapp from Facebook feed.
Above: User Experience & Interface of our Bot. Below: more details of UI & UX.
NEWS COVERAGE AND EARNED MEDIA
Results (during 5 days of the event):
1 Million+ conversations
9 min average time spent per user
130K unique users
3.5X more conversions (compared to not using WhatsApp)
7X more high quality visitors based on time spent on platform (compared to not using WhatsApp)
$ 2.5 million USD in revenue
1 Million+ conversations
9 min average time spent per user
130K unique users
3.5X more conversions (compared to not using WhatsApp)
7X more high quality visitors based on time spent on platform (compared to not using WhatsApp)
$ 2.5 million USD in revenue
Along with widespread media coverage, the work also got recognition at Economic Times Brand Equity's India DigiPlus Awards in Jan 2020:
2 BRONZE in Best Media Innovation category.
1 SILVER in Best use of In-App Advertising Gaming category.
The work is also an official success story case study by Facebook/Meta. Link here.
The work is also an official success story case study by Facebook/Meta. Link here.
Credits:
Meta Creative Shop in collaboration with fantastic partners at Dentsu Webchutney and Netcore (Bot Developer).
Special shout out to team Flipkart for believing in big ideas and innovations.
Meta Creative Shop in collaboration with fantastic partners at Dentsu Webchutney and Netcore (Bot Developer).
Special shout out to team Flipkart for believing in big ideas and innovations.
