CoverGirl’s influencer chatbot
CoverGirl gained its place among the world’s leading cosmetics brands by relying on celebrities endorsements, mainly actresses and fashion models. Since its acquisition by Coty in 2016 and as part of the brand’s efforts to modernize its message, Covergirl’s has been switching from a celebrity to an influencer marketing strategy.
In addition to adding new influencers to its network, CoverGirl partnered with Automat to create the world’s first influencer chatbot. The bot, which targets a teen audience, was created on the messaging app Kik. It was designed after Kalani Hilliker, a 16-year-old American dancer who’s Instagram account counts no less than 4.8 millions of followers.
How does Kalanibot’s influencer chatbot work?
The real Kalani receives thousands of questions a week from fans. Using the latest advances in AI, the bot offers a dynamic one-on-one experience for fans based on Kalani’s unique voice. Users can ask Kalani questions and chat about her everyday life, her competitions and makeup looks. Then Kalani herself introduces products, shows how she uses them, and offered a makeup coupon. But branded content is only shared to users who expressed genuine interest in makeup.
Fans were extremely engaged in the conversation. On average, they shared 13 messages per session and chatted for 12 minutes. Almost half of them got through the entire conversation to the coupon delivery point. And 51% of those users actually clicked through to the coupon. This click- through rate is particularly impressive when compared email click-through rates typically in the 2 to 4% range.
On top of that, the user experience was extremely positive. A language analysis showed that “Loved, “Awesome” “Thanks” were among the top-used words from users. When explicitly asked, 91% of users said that they liked or loved the experience.
When asked to comment on this innovative beauty bot initiative, Ukonwa Ojo, senior VP at CoverGirl, declared: “CoverGirl believes beauty should be approachable and accessible to all. So we’re excited to tap the power of bot technology to have more personal and dynamic conversations and interaction with fellow beauty enthusiasts about trends, how-tos and our diverse portfolio of products.”
Interested in learning more about influencer chatbots?
You can learn more about this chatbot’s project and results by downloading the Kalanibot’s full case study. And to get info about how to create your own chatbot, send us a note on our “Get a bot” page!