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
• 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 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 RECEPTION
Over the two weeks, over 40k Instagram users played with Lil Mbappé, spending an average of 10 minutes engaging with the activation. The campaign was mentioned in industry press outlets, including The Drum, Campaign Magazine, AdWeek, and awarded a Webby Award for Best Community Engagement. But the biggest reward were the heartwarming messages sent by kids to Lil Mbappé.
• RESULTS
47,000+ users over 14 days
38% challenge completion rate
10 minutes average engagement time
• AWARDS
Webby Award, Best Community Engagement 2023
FWA of the Day
• TEAM CREDITS
CD: Kate Lynham
Creative Lead: Veronika Watson-Kuc
Tech support: Błażej Rybczyński
Producer: Romina Thaler
Project Manager: Hugo King
QA: Tom Watson, James Stokes, Alix Saunders, Magnus Rolen, Pani Nicola, William Eden, Stephanie Thorpe, Pritty Gilbey
