Steve Aston · Creative Copywriter

A great social media presence doesn’t mean writing a few timely Facebook posts and having a pithy Twitter account. Brands need to be smarter with their interactions to convert their online activity into something rewarding for their customers – and themselves.

For Diageo, this involved creating a Chatbot with expert whisky knowledge, that could quickly and easily suggest the perfect dram. As Creative Lead, I was responsible for creating the bot’s personality and defining which questions would lead to the right suggestion in the least amount of time.

The bot was deployed in the run up to Christmas and saw a big increase in orders for bottles across the Classic Malts range into the gifting season and beyond.

Stats:

• 1.4 million social reach

• 79% of users were paired with their perfect whisky

• 17% of users clicked through to an online retailer

• Double Bronze in the Campaign Tech Awards 2017 (Best Use of AI & Best Customer Engagement)

Agency: MullenLowe London