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Marketing Unilever RGA

Unilever is using Facebook chatbots to encourage kids to brush their teeth


By Rebecca Stewart | Trends Editor

October 20, 2016 | 3 min read

Unilever-owned oral care brand Signal Pepsodent has developed a Facebook bot that looks to encourage kids to brush their teeth by drip feeding them cartoons.

R/GA London & Unilever Launch Interactive Storytelling Platform for Signal Pepsodent Facebook Messenger Bot

Unilever is using Facebook chatbots to encourage kids to brush their teeth

The interactive storytelling platform makes use of Facebook's Bots on Messenger service and was created by R/GA London as part of a wider behaviour-changing campaign. Dubbed 'Little Brush, Big Brush', the push comprises access to a free 21-episode animations which aims to inspire parents and children to brush their teeth together and develop good brushing habits for life.

To sign up, parents have to visit Signal's Facebook page and hit the 'Message' button to activate the chatbot. After answering a series of questions the bot then invites them to select the time of day they want to watch an episode of the show, which tells the story of a family that are transported to a magical realm inhibited by quirky animal characters.

Each episode of 'Little Brush, Big Brush' is set in different countries all over the world, with the experience tailored around families based on their answers to the initial questions asked by the bot. Parents and kids receive an episode each evening on their phone and must complete brushing challenges to unlock special rewards and take them to the next episode.

The chatbot will be rolled out in Indonesia and Vietnam this month, and has already been integrated with Signal's school initiative which uses education to empower more children to spread the message of oral health within their families and communities.

“We are really proud of this fantastic piece of personalised communication which allows us to tell our story, whilst also educate and engage parents and kids on brushing for two minutes, twice a day," said Anuj Rustagi, global brand director of Signal.

"Research has shown that we can help to drive behavioral change with 21 episodes of Little Brush, Big Brush evening challenges, and that is something really meaningful."

'Little Brush, Big Brush' is also available in-store via barcode scan, as well as through SMS and voice call for feature phone users.

Facebook Messenger now has over one billion users across the world. Since its chatbot service launched in April developers have created more than 11,000 robots, with brands like KLM, the Guardian and Domino's all signing up.

Marketing Unilever RGA

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