Cannes 2018: See How LEGO Drives Sales on Messenger

Facebook Business

June 19, 2018

This afternoon on the Facebook Beach stage in Cannes, Campaign US' Lindsay Stein moderated a conversation between LEGO’s Senior Global Director of Social Media & Video Lars Silberbauer and Facebook’s Head of Emerging Platforms, Eric Oldrin. The session focused on how LEGO is using Messenger to connect with customers and drive business results. Silberbauer discussed LEGO’s bot for Messenger and offered advice for brands looking to get started with Messenger, and Oldrin shared how brands across industries are using Messenger to drive results.

In order to help customers find the right LEGO toy to gift during the holidays, LEGO built a bot named Ralph to serve as a shopping assistant, asking people questions to help them find the perfect gift. LEGO worked with partners from their agency, Edelman, who drove the strategy and execution of Ralph which generated such strong business results that LEGO implemented Ralph again during Easter and is now considering making Ralph a permanent feature of the brand's Messenger experience.

Silberbauer explained that LEGO’s success with Ralph is due to the bot’s efficiency and personality. Ralph helps guide people through the shopping journey and then drives customers directly to the point of purchase. The bot also drives affinity to the LEGO brand through Ralph’s personality that aligns with LEGO’s concept of quirky, intelligent fun.

Oldrin echoed that personality is an important value proposition for Messenger, enabling brand building through 1:1 conversations with customers that make business personal. Oldrin also outlined three best practices to help businesses set up successful experience on Messenger.

1. Identify a clear business objective and purpose for your Messenger experience
2. Establish a voice and character for your Messenger experience that align with your brand
3. Integrate your Messenger experience into a larger campaign

Oldrin shared examples of other brands using Messenger experiences tailored to their brand voices to help guide customers through the consideration phase of the shopping journey. For example, Marks and Spencer used Messenger to share Christmas planning tips on food and home products. The retailer also used its Christmas Concierge bot to offer advice to customers on a series of curated Christmas menus with links to place orders right in the app.

Discover how you can build your brand and drive sales on Messenger.

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