Tribal Worldwide Hong Kong has launched a Facebook Chatbot to introduce Neutrogena’s latest Hydro Boost series of products, and create an invaluable opportunity to engage with customers prior to making a purchasing decision. The initiative aims to bridge the gap between introducing a brand and customers developing an active interest in a product.
Given the size of Neutrogena’s Hydro Boost range, customers stand to benefit from support and guidance during the decision-making process. The Facebook Chatbot acts as a real-time beauty adviser that recommends suitable product combinations based on the nature of each consumer’s skin. Neutrogena’s savvy new digital assistant guides users through a step-by-step process to help determine their skin’s unique needs, and offer personalised skincare advice by recommending the right products. The first 5,000 users can also receive a sample of Hydro Boost Water Gel to try out.
“To truly add value to a customer’s experience, you have to be there at the right place at the right time with the most relevant information,” said Leo Tsui, Head of Tribal Worldwide Hong Kong. “The chatbot is accessible, easy-to-use and very helpful.”
The experience completes the customer journey from online or social to offline or retail by guiding consumers towards their purchasing decision, on their terms.
“Tribal’s intuitive chatbot experience is the perfect solution for mass-market cosmetic brands like Neutrogena looking to offer customers a more personalised experience,” said Stephenie Kwok, Senior Brand Activation Manager at Neutrogena. “We are now able to stay connected with our customers from the introduction via a branding campaign, all the way through to the trial and ultimate decision to purchase a product.”
The soft launch took place via Neutrogena’s Facebook page in October. The platform is earmarked to become a long-term customer engagement channel for one-on-one interactions with consumers. Following its launch, Tribal will roll out a number of major enhancements to the chatbot experience to continue promoting new and existing product ranges.
Copywriter: Kelvin Wong
Creative Agency: DDB Tribal HK
Digital Executive Producer: Hester Ma
Director: Leo Tsui (Head of Tribal)
Group Creative Director: Marco Lam
Head of PR & Activation: Stephenie Kwok
Senior Account Director: Koman Ko
Technical Director: Bocys Lam
Associate Creative Director: Tung Lam, Eve Cheung (assist)