A humanising Messenger experience that trains people to have difficult conversations with those in need, identify signs of distress or difficulty and connect someone to appropriate support, long before they’re in crisis.
Finding the right moment to talk can be as challenging as the talk itself.
Lockdown affected people in different ways. While some people may be busy making sourdough, home teaching or working their way through Netflix, some others are finding the isolation, the situation especially hard.
It’s because of this that we want to help encourage Australians find the right moment, to take a break, and check-in on a friend or loved one.
We partnered with diverse voices; Casey Donovan and Rob Mills, to bring empathy and humanity to the chat bot experience.
A/B Testing
Ad Creative
We created two variations of creative for the Click To Messenger Ads. One creative visually mimicked the messenger bot experience utilising the ‘messenger bubble’ and the other was an emotive piece to camera.
Drawing on unique voices to help humanise Messenger conversations
Given the subject of conversation, the team wanted to bring a sense of authenticity, humanity and empathy to the overall experience in Messenger. So, the group collaborated with two R U OK? ambassadors, Casey Donovan and Rob Mills, to integrate their personal stories throughout the campaign. Production partners Common Area and Shuttlerock created content to introduce the ambassadors, share their personal mental health journeys and guide people to Messenger.
Results
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Lift in Ad Recall
18pt Lift in Ad Recall
A brand lift study showed that KitKat & R U OK? successfully communicated their mental health awareness message and generated audience participation
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Lift in Campaign Awareness
10pt Lift in Campaign Awareness of Kit Kat’s support of RUOK? Day
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Lift in Message Agreement
4.5pt Lift in Message Agreement that Kit Kat supports Mental Health Awareness
