Project: Talk to the Kaiser Balls
Kaiser is a Heineken-owned brand of beer in Brazil. It was the #1 beer for a long time (specially back in the 90's) and the company was reshaping its image.
With a position on masculinity, Kaiser launched the "Balls" campaign. One of the many actions was our Whatsapp Bot. This bot had a manageable artificial intelligence to talk about issues such as Soccer, BBQ and, of course, beer.
I strongly believe that UX teams need to be extremely immersed in the technology decisions to get the best there is in every project. That's why I chose this work to be among others in my portfolio.
about the project
Back when the project started, Casion was one of the few companies that had experience working with Whatsapp back in Brazil. We've created our own API that was a layer to use the Whatsapp API, having our own conversational system working behind the curtains. Kaiser had another company working in the chatbot solution for them, but they weren't able to deliver. Heineken contacted us and asked us what we could do to help.
When Whatsapp released its 2.0 API (right before they released Whatsapp Business), it was very hard to keep our system working without blocking the SIM cards. So we've helped the ad agency to set a new journey to the campaign.
At the end, we received a new timeline where the conversation would start on Whatsapp and, predicting the short period we had on it, we would continue the conversation using Facebook Chatbot. The agency got videos and all their material ready for this new direction.
the process
What we did to get the project up and running:
To get the chatbot working, we helped the content team to use our tool and set up the main subjects for the conversation. We had 5 ramifications:
Soccer
BBQ
Motivational speech
Beer itself
Other subjects
In parallel, we were responsible for creating the website for the campaign that could work in both stages of the campaign. We got in touch with some users to create our personas to help the website and the content team, and then, we created the user flow that was the base of the solution.
We built the first responsive mobile prototype and applied testing to some users. After that, the ad agency used it to create the design for the website.
achievements
When we were contacted, Kaiser Marketing Team was skeptical that the campaign would see daylight. When we started working side by side, they realized that the project started to evolve. At the end, we accomplished a lot:
We were able to get the Whatsapp bot running for 48 hours straight and, once the SIMs started to be blocked, we invited the users to continue the conversation on Facebook. We were able to get more than 80% of them in both platforms.
Kaiser's campaign had the best results in mobile devices even after the Whatsapp phase was over.
We had great user engagement prompting Kaiser to extend the campaign for 2 extra weeks.
The content team had agility to analyze the conversations, which allowed them to create new minor subjects which helped them maintain the interaction for more time.
The solution helped Kaiser to gather a lot of qualitative information for their communication on social media.
nice to know
As I've said before, a good work reaches more than just its results:
The project went from a nightmare to being a reference inside Kaiser and the Heineken Group. That was the first step for Casion to become the main technology partner for other brands, like Heineken itself.
The Marketing Team liked our work so much that they hired us to create their new site for their new brand position.
let's get visual
Final version in mobile, tablet and desktop.
A few parts of the single page of the mobile version of website.
Desktop version of result page with the Whatsapp number for the user.
Desktop page when we switched to Facebook Messenger.
This is the flow of the solution. You can take a look at the responsive prototype using the link bellow: Responsive Prototype (HTML/CSS/JS)