The Greggs Gifting Bot

2018 | Manchester

Challenge

After a successful launch of the Greggs gift card in 2017, Greggs wanted to go bigger in gifting in 2018 and encourage customers to engage in random acts of kindness over Christmas.

Through this, they hoped to engage a younger audience and gain even further PR as one of the nation’s most loved Food on the Go brands.

UK
£ >20% More than 20% of conversions resulted in sales.

Solution

Through a collaborative effort between Greggs, Carat, Fetch and Whitespace, the Greggs Gifting Bot was born.

The Bot permits users to share a voucher code with friends and family over Facebook Messenger.

This can then be redeemed in any of Greggs 1950 nationwide locations, allowing users to give the gift of Greggs, from sausage rolls to sweet treats.

Once the bot was developed, we created a 15 second video which was distributed by paid social activity to drive awareness.

 

Results

In December 2018 the Bot was the first of its kind in the UK, providing end-to-end service to the customer in a Facebook Messenger environment. 

It achieved an industry superior conversion rate, with over 20% of conversions resulting in sales over the campaign period. 

65% of purchases were made within the 18 – 24 age bracket, showing we managed to engage our younger target audience.

The Bot also achieved masses of positive press coverage, featuring in The Sun, Metro News, The Mirror and the Manchester Evening News.

Phase two of the Bot is soon to launch packed with additional features from streamlined payments to gifting a group of friends in one click. You'll also be able to buy an exciting expanded product range from the bot in the near future.

£ >20% More than 20% of conversions resulted in sales.
& Industry First The Bot was the first of its kind in the UK.
v Press Coverage The Bot achieved positive press coverage in The Sun, Metro News, The Mirror and the Manchester Evening News.
E 65% of purchases were made within the 18 - 24 age bracket, showing the campaign engaged a younger audience.
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