social
The holidays can be a stressful time for people. With California Lottery Holiday Scratchers, we wanted to bring people a little brightness to their hectic days.
On Facebook, we created the De-Stress-enger Messenger bot, which sent scheduled self-care reminders, words of encouragement, and fun GIFs, all with the intent to be minimally invasive and maximally de-stressing. In the end, 96.5% of people remained opted in to receive the messages, we racked up 637,789 impressions, engaged with 6.8K users, achieved a $4.36 “Cost Per Message Conversation Started”, and our Facebook rep even said he had never seen the Messenger app or a conversation bot utilized in this innovative and minimally intrusive way.
On Twitter, we created a Holiday Card generator to spread a bit of joy to users’ Twitter feeds. When one user responded with their friend’s username, a personalized card with a holiday phrase and their name was generated and posted. Ultimately, we garnered a 2.9% engagement rate compared to the 1.8% benchmark and reached over 500k of users.
AD: Lindsay Iversen
CW: Drew Shields
GCD: Greg Buri
