Blackmores is Australia’s #1 vitamin brand and champion of encouraging Australians to choose to live a healthier life. But in an era of Instagram fitspo, Australians find health & wellbeing increasingly unobtainable, creating a lack of relevance between the average consumer and the vitamins sector.

How can Blackmores create a user experience that lowers the barrier of entry to health, and motivate Australians to choose to live a healthier life?

The answer was simple: we created the Blackmores Well Bot, placing the world’s most knowledgeable health coach into the hands of every Australian.

The aim of the Well Bot was to provide Australians with the tools they need to set and achieve wellbeing goals. We understood that the key for our audience, was to leverage existing usage of Facebook Messenger and SMS, and create a branded tool that felt as familiar as chatting to a friend or family member.

Visitors of the AO were able to interact with our category-first digital ‘Well Bot’ kiosks. Born out of existing technology from airport toiletry dispensers, the Well Bot kiosks were transformed via a unique interface and UX.

Users told the Well Bot which area of wellbeing they needed help with – this information was analysed and the Well Bot dispensed a personalised Blackmores sample suited to their needs. Every interaction was followed up via SMS, encouraging ongoing interaction beyond the AO vicinity.

The Well Bot challenged conventional staffing solutions for experiential events. As a next-generation digital brand ambassador, the Well Bot built meaningful connections with individuals, at mass volume, without taking a break.

The personalisation capabilities of the Well Bot built a human connection with users, akin to the experience promotional staff provided. The functionality meant that this experience could be delivered to thousands of AO attendees, streamlining product sampling distribution.

Over 28,000 people interacted with the Well Bot, with the average user messaging the Well Bot over 24 times. By placing an innovative digital installation within the experiential environment, we encouraged an average dwell time of 6 minutes, and streamlined the sample distribution process, delivering over 15,000 personalised samples in just 14 days.

The Well Bot captured over 26,000 emails and phone numbers, enabling Blackmores to continue the conversation beyond the AO period.

42% of Well Bot users also became Blackmores members – this provides a number of additional revenue opportunities for the brand. On average, Blackmores members:

• Spend 88% more per online order than non-members

• Convert to sales 550% more than non-members

• Purchase 360% more often than non-members