01. The challenge
Sony came to us to create a Facebook Messenger Chatbot to keep Robbie’s loyal fans engaged and entertained.
We worked closely with the label and Robbie’s management team to create the Chatbot. It showcased his music and also showed Robbie’s cheeky personality. It’s now supported two three major album releases, several singles and a couple of world tours.
02. The plan
Create a chatbot for Robbie Williams to engage his fans, promote his latest releases – and showcase Robbie’s much-loved irreverence, personality and tone of voice (The Gary Barlow responses in the bot were popular 🙂
The chatbot needed to strike a balance between supporting the launch of Robbie’s album and being a fun and engaging experience on a new channel. All while acting as a ‘digital’ version of the man himself – whose fans are among the most demanding and loyal in business.
03. Steps to success
Start with the customer – in this case, Robbie’s massive fan base. Plan how to engage them. Through our workshops with Sony and input from Robbie’s team, we begin to understand the audience, their desires and needs. Chief among them is that the Chatbot needed to be authentic – a true reflection of the personality and tone of a musical legend. We then ensure they come back, for good (Please stop ~ Synthetic ed.)
04. Steps to success #2
Armed with customer personas, and our ‘north star’ of keeping Robbie’s fanbase engaged, we begin mapping the journey. From conversation design to the flow of dialogue. We make decisions about the platform, tech stack and analytics – and work through how the chatbot will respond to inputs – a balance of guided navigation and NLP. The natural language part of the bot allows for some really powerful personalisation – and some unexpected responses from ‘Robbot’ 🙂
05. Get it out
Launch! We worked with Sony and Robbie’s management team to maximise social reach – Robbie’s own Facebook page and Twitter account were key in getting over 1 million messages sent in one day – the most interactions on any of his social channels.
Broadcast notifications, new content and exclusives help to keep the bot up to date and relevant. We use analtytics and conversation logs to improve the Chatbot, making it smarter.
Step 4
Maintain. The bot was a key part of the launch of two Robbie albums and continued to be a very popular place for fans to hangout, check out new videos, music and more.
05. What to do next
Influencers, CEOs, and high-profile people who need to get their (and their business) message across can use voice and chatbot technology.
Keep visible on WhatsApp, Messenger, voice and chat comms channels. and let your investors, fans, followers and customers get your messages straight from you. hello@thesynthetic.co
Conversations Worth Millions
