The document discusses trends in personalization and chatbots in marketing. It provides an overview of what chatbots are, their advantages for brands, and examples of brands successfully using chatbots. It also discusses what personalization is, its benefits for consumers and brands, and examples of brands implementing personalization strategies. The document analyzes these trends and strategies that various agencies have used in their own campaigns.

1. Open Best Cases
Issue
Dec ’17-Mar’18
Chat-bots and
personalization
Also in this issue:
• Our cases
• World cases

2. Editor's column
Dear Readers,
As year progresses, the trends that continue to shape the marketing industry are, among others, personalization and the
use of chatbots.
If the first helps to provide more consumer-relevant and tailored message, the other one helps to quickly solve basic issues
and needs 24/7.
Brands embrace this technologies differently but with one core aim – to deliver to consumer the best possible experience
with their brand.
In this issue we will talk about these trends, what are their advantages and give examples of brands that successfully
implemented them and show own agency cases that were the most outstanding for these past months.
Good luck and enjoy 
Kateryna Shapran
Junior Specialist in the Strategic Department, Zenith Agency
Mariia Velychko
Strategy Director, Zenith Agency

3. Chat-bots and
personalization
Chat-bots:About &Reasons touse
Chat-bots:Advantages &Cases
Personalization:About &Reasons to use
Personalization:Advantages &Cases
Future

4. Chat-bots. About
Chatbot – computer program designed to simulate
conversation with human users, especially over the
Internet.
And while chatbots have been in development since
the 1950s, only in recent years have businesses
started using them for communicating with
customers

5. Chat-bots. About
At the heart of chatbot technology lies
natural language processing or NLP, the
same technology that forms the basis of
the voice recognition systems used by
virtual assistants such as Google Now,
Apple’s Siri, and Microsoft’s Cortana
Chatbots process the text presented to
them by the user (a process known as
“parsing”), before responding according
to a complex series of algorithms that
interprets and identifies what the user
said, infers what they mean and/or want,
and determine a series of appropriate
responses based on this information

6. Chat-bots. About
Use natural language processing &
machine learning
Can monitor data, intent & initiate
conversation being contextually
aware
Personalized based on user profile &
past behavior
Help Consumer accomplish a task
Similar to Amazon’s Alexa or Google
Assistant
Use natural language processing, but
not much machine learning
User-initiated queries with
automated responses &
conversational menus
Highly specialized & structured
interactions
Help business automate workflows
Most common type… so far
AI Chat bots
data-driven & predictive
Current Chat bots
task oriented

7. Chat-bots. Reasons to use
200 countries
Use Facebook chat bots
100,000 bots
Facebook April 2017
85% of all customer service
interactions
will be powered by chat bots by 2020 (Gartner)
27% of consumers
weren’t sure if their last
customer service interaction
was with a human
34% of consumers
prefer bot to person when
looking for basic information
$20 MLN cost saving
annually thanks to chat bots in 2017 (Juniper Research)
Ukrainian Android users
40% use Facebook messenger
80% use Viber

8. Chat-bots. Cases
KLM’s BB
(BlueBot)
In 2017 KLM launched its smart,
interactive voice-driven pack
assistant on Google Home. Service
bot called BB, who finds her basis in
artificial intelligence, assists
passengers to pack their bags and
provide option of booking a ticket via
Messenger
L'Oréal
The Beauty Glitter
L’Oréal’s Beauty Gifter bot helps you
find a gift for the beauty product
lover in your life by quizzing both you
and the intended recipient for
pertinent information
Whole Foods
Chatbot
A new chatbot will let customers
browse through the store finding
products, and then, finding recipes for
an upcoming meal. Customers can
select an emoji, like a jalapeno or a
banana, and then see recipes that
involve those products
Click to play

9. Personalization. About
Personalization enhances the customer
experience, it’s basically tailoring a service or a
product to accommodate specific individuals,
sometimes tied to groups or segments of
individuals.
It starts with knowing the customer — or maybe a
better way to say it is remembering the customer

10. Personalization. Reasons to use
19% of sales uplift
see marketers who are
personalizing their Web
experiences
81 % of consumers
want brands to get to know
them and understand when
to approach them and
when not to
(Source: Rapt Media, 2016)
60 % of consumers
feel a stronger connection with
the brand as a result of
content relevance (Source:
OneSpot, 2017)
78% of consumers
are more likely to buy from a
retailer that presented them
with offers targeted to their
interests, wants and needs
79% organizations
that exceeded revenue goals
have a documented
personalization strategy
(Source: Monetate, 2017)
44% of global
consumers noted that
they were more likely to buy
from companies that
personalize experiences

11. Personalization. Cases
Disney
Magic Band
MagicBand aim to make the visit to
the Walt Disney World in Orlando a
more magical experience while in
return record the complete data trail
of the visitors. They are linked to a
credit card and function as a park
entry pass as well as a room key
L'Oréal
Hairbrush
Beauty brand, Kérastase, releases the
world’s first ever ‘Smart Hairbrush’.
The innovative Hair Coach features
state-of-the-art conductivity sensors
built in to the bristles that actively
monitor brush strokes to deliver
valuable insights that users can
access through a smartphone app
Knorr “Eat your
Feed”
The Unilever-owned stock cube
brand has come up with Eat Your
Feed, a way of analyzing
Instagram users' data and serving
them up personalized recipes
based on their experiences and
interests
Click to play

12. Future
 App substitution &
suppliment
 Voice activation
 Visual & emotion
recognition
 Artefitial intelligence &
machine learning
 New information on
consumers’ behavior and
related interests
 Campaigns optimization
and creative process
fueling
 55% of companies call
artificial intelligence for
personalization as the
next focus for
experiments
Personalization Chatbots

13. Our Cases
Gourmet Love Recipes
Puma Velvet Rope
Svitoch ViberAnimated Stickers

14. • Maximized users involvement
• TA reach
• Almost 29 ths of active users
• 1 849 participants, 677 of them created the content and 1 172 liked, shared or
commented it
• Almost 1,5 mln of TA (25-45) reached
Gourmet Love Recipes, Sep-Dec’17
Results
Execution
Idea
Objectives
Special page on the brand site was created https://gourmet-
cat.com.ua/loverecipes/ . Participants were given the opportunity to tell their recipe
of catlove: story, photo and video and share this recipe, invite friends to create
more of them. Participants had the chance to win prizes for their pets
We asked ourselves the ultimate question: how to win the loyalty and love of our
cat? To show gratitude to pets and to express the feelings of cat owners on how to
receive mutual love from the cat social network for cat fans was created. There
they could exchange their recipes for love, and also share other interesting
content. These were called Love recipes

15. • To raise awareness about new Puma collection – Velvet Rope
• Reach the maximum number of TA interactions
• Almost 26 ths unique page views
• Almost 118 ths unique users of FB-posts reach
• More than 17 minutes – users deep involvement
Puma Velvet Rope, Oct-Dec’17
With cooperation of Bit.ua the project within the framework of the DO YOU
campaign was created. This was achieved vis long reads – 5 interviews with
opinion leaders about different kind of sports activity on subdomain puma.bit.ua
to show the power of the female spirit
To inspire young people and to show real-life stories of strong personalities and
their lifestyle. How to better inspire and engage girls than to show the ones that
made themselves, know how to combine physical strength and spiritual beauty?
Results
Execution
Idea
Objectives

16. • To engage consumers & own Christmas in chocolate category
• Almost 3 mln stickers downloads
• 9 thousand people who created greeting card (pressed on FB button)
• Almost 2 mln visited web-site (sessions)
Svitoch Viber Animated Stickers, Dec’ 17 – Mar’ 18
Results
Execution
Idea
Objectives
Animated stickers with the ability to receive actual greeting card after clicking
them! Not only that, but consumers had the ability to create their own
personalized wishes for themselves or loved ones and share them on Facebook
or send via e-mail. To enhance the experience of the New Year with Svitoch
non-standard OOH and TV campaign were
Viber, as #1 messenger in Ukraine, already proved its effectiveness for Svitoch,
receiving positive feedback from consumers in millions of downloads and
sharing of brands stickers. But how to engage with consumer further
maintaining this special bond on Christmas? To enhance the perception of
family brand it was decided to deepen consumer’s experience in a 360
campaign.

17. Brand Cases
Uber Chatbot
Pizza Hut Chatbot
Starbucks Barista
Coca-Cola “Stay Extraordinary”
Target’s Target

18. The company has created a chatbot
within FB Messenger, Slack, and
Telegram to allow users to sign up, order
a car, get an estimate, find driver info,
and more.
And all without having to download the
official app or leave the messenger
platform itself
Uber Chatbot
Click to play

19. Pizza Hut created a bot that makes ordering
pizza as simple as chatting with someone, or
something, on Facebook. The goal of the bot is
not only to make ordering pizza easier, but also
to help improve accuracy, and eliminate wait
times.
Customers can also ask questions about their
order and inquire about deals and promotions.
The chatbot will offer specialized menu options
relevant to the local store. After an order, an
email confirmation will let the customer know
that everything was handled correctly
Pizza Hut Chatbot
Click to play

20. Starbucks developed voice-activated chatbot, called MyStarbucks Barista. It is
an AI-powered ordering system, allowing customers to place their orders via
voice command or messaging interface and pay for them.
This bot is much like a human barista: it provides customized drink suggestions
based on personal preferences, receives payment, and customers can even
add a tip
Starbucks Barista
Click to play

21. Coca-Cola took personalization to the next
level.
Coca-Cola Israel created “Stay
Extraordinary” campaign for Diet Coke fans
by producing 2 million uniquely designed
bottles. Like Diet Coke fans, no one bottle is
the same.
A special algorithm developed by HP Indigo
R&D creates the designs autonomously. The
campaign wants to convey the feeling of
uniqueness that diet coke drinkers embody
Coca-Cola “Stay Extraordinary”
Click to play

22. Target’s Target
Click to play
Target wanted to appeal to new or soon-to-be parents for most of their baby
needs. The company noticed that it had become the go-to for household items
like cleaning supplies and toilet paper, but weren’t pushing enough baby
formula or toys.
New moms were going to other (and multiple) places for all of that, which
inspired a personalized marketing campaign for the history books.
Andrew Pole, a statistician at Target, came up with a method using advanced
statistics and other fancy math tools, long story short, identify new
parents before they became parents.