From the heart of London Fashion Week last week, Facebook Messenger made an exciting announcement with British fashion designer Victoria Beckham about the launch of her new bot for Facebook Messenger.
To celebrate the unveiling of her Spring/Summer 2019 capsule collection at LFW for the first time, and marking a decade of her brand, followers were kept updated on the whole experience via Facebook Messenger. And they can now interact with key pieces from her shoppable capsule collection through AR and shop them via the bot.
The bot channels Victoria’s voice and engages with fans in a unique and stylish way by providing:
- Real-time updates of Victoria Beckham’s diary – ahead of her show Victoria shared teasers of what to expect and continued to share updates on what she was up to
- Sneak peaks from behind-the-scenes at the catwalk that happened on Sunday 16th September – fans were treated to all the excitement via live stream at the show/behind-the-scenes and also at the signing she completed in her store on Dover Street
- The ability to virtually try on key pieces from her capsule collection using augmented reality like her super chic Large Bevelled Square Sunglasses with Facebook Messenger.
30k followers engaged with this bot in the first week. On average, fans sent over 50 messages to the bot and spent 3 minutes and 11 seconds chatting to Victoria per session which resulted in a 12.5% click-through-rate to the Victoria Beckham site.
In comparative terms the VB bot saw eight times more messages sent on average compared to other similarly sized brands and saw 12.5% CTR which is over four times higher than the standard eCommerce click-through rate of 3%.*
Victoria commented on the success of the bot, saying:
“This experience was designed to provide followers with real-time updates and exclusive insight into what I got up to during London Fashion Week, whilst the fun augmented reality also allowed people the chance to preview some of my new pieces from my capsule collection. I really love using technology to bring my brand close to my customers and this Bot gave me a bespoke channel to connect directly with my loyal fans and offer unique shared experiences as I prepared for LFW. I’m looking forward to building on this project as we continue to drive our digital first plans for the brand.”
