Adidas: WhatsApp Chatbot for Women

0

month
campaign

0

users engaged
with the chatbot

0

pitches booked
(goal: 100)

0

players at the
football events

About The Client

Adidas

A German multinational and one of the world's largest manufacturers of sportswear and athletic equipment. Through initiatives like its Breaking Barriers Academy, Adidas actively works to expand access and equity in sport for women, girls, and non-binary players.

Hill+Knowlton Strategies

One of the world's leading global public relations and communications agencies, part of WPP, operating across 30+ countries. H+K partners with major brands on purpose-driven campaigns, bringing strategy, creative, and earned-media expertise.

Industry

e-Commerce, Retail

Channels

Use case

Marketing, Community Action Project

Technology

BotsCrew Platform, WhatsApp, Google Maps

The Challenge

The lack of pitch space for girls, women, and non-binary people to play has long been one of the biggest challenges facing the sport. Adidas wanted to correct one of the game’s greatest inequalities and partnered with Hill+Knowlton Strategies (H+K) to create a campaign that would bring attention to the problem and motivate players to book pitches.

H+K had an experience using WhatsApp chatbots for their campaigns. They saw the chatbots’ results and decided to use this tool again with the Pitch, please campaign.

There were two challenges for H+K. The first one, they had a problem with finding new chatbot vendors. What’s worse, they had less than two weeks for chatbot creation as the campaign had to start on July 7th.

"According to a report carried out by Women In Sport in March 2022, 59% of teenage girls who used to be interested in the sport drop out due to inadequate opportunities and facilities. Furthering that, research undertaken by adidas' Breaking Barriers Academy suggests that players in male-dominated sports tend to experience unequal treatment in regards to facilities and access, with some clubs offering only communal changing spaces that not everyone is comfortable in."

Source: adidas Launch New Campaign to Provide Free Pitch Space to Women, Girls and Non-Binary Players — Versus →

The Solution

On the first call with H+K, we showed our use cases and expertise. H+K decided that BotsCrew was the best one to create this chatbot.

Pitch, please chatbot was a simple WhatsApp chatbot that asked a few questions, to clarify if the user is from London (as pitches were available only in London), then gathered contact information, date of birth and proposed available time slots for pitch booking. Apart from that, users also could get map directions to the pitch (Google Maps), provide feedback about the chatbot experience, and share the chatbot on Instagram or Facebook.

Then, using our Chatbot Platform, the clients could:

Login into a password-protected platform to access the analytical data
Download the list of players as an XSL (Name, Phone Number, position, DOB, location, time slots in separate columns, level, agreed to get a call)
Review the conversations between the bot and the users
Use Live chat when people had a problem

The Approach

BotsCrew has tons of experience in doing WhatsApp chatbots and assisting in getting WhatsApp Business API approval. Also, we are very familiar with ASAP use cases when you have to deliver a high-quality product in a short time, specifically for marketing chatbot use cases.

In less than a week, we managed to create a conversational flow and the chatbot, tested it with our internal group, got an approval from the client, and successfully launched “Pitch, please” chatbot on the campaign official starting date.

H+K contacted us on June 29, 2022, and we released a chatbot on July 7, 2022. The team consisted of 4 people (Developer, Conversational Designer, QA, and Account Manager).

Pitch, Please Campaign Results

During one month, 338 users talked to Pitch please chatbot, 149 users booked a pitch, and, finally, 345 people came to Haggerston School and Fulham FC’s Motspur Park complex to play football.

1 month

campaign duration

338

users engaged with the chatbot

149

pitches booked (goal: 100)

345

showed up to play football

Surprisingly, we noticed that people still try to book a pitch from a chatbot even after the campaign finished. We changed the previous Welcome Message to navigate people to the new website where they could book a pitch next month.

"The chatbot's results exceeded our expectations, and working with BotsCrew was an extreme relief. We're happy that we found BotsCrew. We can't recommend them highly enough."

Ashley Lewis

Hill+Knowlton Strategies, Senior Associate Director

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