Saving the World, One Chat at a Time

Merkle

 

The World Wide Fund for Nature is the world’s leading independent conservation organisation founded in 1961, working in the field of wilderness preservation, and the reduction of human impact on the environment.

Their mission is to create a world where people and wildlife can thrive together. During the Christmas period, the WWF team were looking for a way to increase user engagement and generate greater brand affinity.

Combined with a realisation that many of their customer support queries were coming from people asking what animal they should adopt, there were was a clear opportunity to address this recurring request by combining the branding piece with the BAU KPI of increasing animal adoptions.

The team decided to create a Chatbot that asked a few simple questions to help users find the perfect animal to adopt based on matching personality types to animals, which would then provide a link to adopting that animal on the WWF website.

The bot was positioned as a ‘gifting bot’ helping those in the market for Christmas presents. By creating a highly engaging user journey that both educated the consumer and met WWFs KPIs of driving animal adoption, the team achieved 2,570 conversations with increased View Through and Conversion Rates at a low Cost Per Conversion.

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