The cosmetics category is fragmented, consumers are not loyal and most look to the latest innovation when determining what to buy. Consumer behaviour proves that younger consumers are tuning out brand direct conversations and traditional media which is driving an unparalleled need to deliver strategic connection points that align to their existing behaviours. Our objective was to keep the consumer need at the core and deliver an authentic, customised experience to drive value for both the individual consumer and CoverGirl.
Influencers provide an authentic and relevant voice that audiences crave. We started with simple consumer data: 70% of teenagers trust influencer opinions over traditional media and 71% of teenagers are more likely to make a purchase based on an influencer recommendation. This behaviour is why we worked with CoverGirl to invent the world’s first influencer chat bot. KalaniBot was designed with the personality of a real influencer to fulfil a white space in the category which is that young consumers not only wanted to engage and shop based on an influencer interaction but they also desired trusted one-on-one beauty advice and tutorials to achieve trendy looks which CoverGirl could deliver.
As the world’s first influencer chat bot, KalaniBot was developed to deliver authentic interactions. To do so, we used artificial intelligence to design three intuitive conversational paths: Kalani personality, content response and brand response. With each path, a user would experience an authentic one-on-one conversation with the bot which mimicked Kalani’s personality.
Custom video tutorials featuring Kalani using CoverGirl products were used to guide users through a rich experience focused on beauty and sharing trustworthy advice. As a value add, Kalani shared custom CoverGirl coupons with users depending on their desired look/product needs.
The bot was built on the KIK messenger app whose largest base of users are young teens. We enlisted in automat’s AI capabilities along with our influencer partner, The Amplify to develop this first to market execution. The bot was a test which Zenith negotiated as added value through our existing partnership.
We executed only three promotional posts on Kalani’s Instagram page to drive results. At launch, we received over 15 million organic impressions from press and media highlights.
CTR on custom coupons.
unique users of the KalaniBot influencer chat bot.