UNIT9 partnered with W+K Amsterdam to build a digital experience that connects kids to one of the best players in the world, Paris Saint-Germain forward Kylian Mbappé.
Kylian wished he could chat with every young fan, but his busy schedule prevented it—until now!
MBAPPÉ MODE 2.0
• THE BRIEF
The goal was to find a new way to connect Kylian Mbappé to his young fans - and encourage them to get some exercise! We build an interactive, personalised Instagram chatbot to reach kids where they already are. The format of the campaign was disruptive and creative, expanding the limits of how brands can communicate with their audiences and bringing people’s favorite celebrities closer to them.
• THE CLIENTS
Wieden + Kennedy Amsterdam
Nike Football
Meta
• MY ROLE
Creative Lead
• CAMPAIGN CASE STUDY
• IN-BOT VIDEO CHALLENGES
• IN-BOT CONTENT
• MY ROLE
I was involved as the Creative Lead in every step of the campaign: from the first pitch to live monitoring. I worked closely with UNIT9 Creative Director Kate Lynham, as well as the W+K creative team, to come up with ideas on how to make a chatbot feel fun, relatable, and human.
On the creative side, I researched chatbot building fundamentals, came up with creative ideas for challenges and post-challenge chat and presented recommendations to client, wrote the chatbot decision tree and the first draft of the copy matrix.
On the tech side, I led the development of the bot using ManyChat and troubleshot all bugs and issues. I also monitored the performance as we went live and gathered data for a post-campaign analysis.
• THE RESULTS
In the end, kids spent on average over 10 minutes engaging with the little spicy dude and only wanted more.
Over the two weeks, over 40k Instagram users played with Lil Mbappé.
