Case Study: Chico’s empowers women to celebrate age with The Bot Platform

How Messenger bots enabled Chico's to engage with their audience by encouraging women to wear their age, with nothing but pride

Chico’s partnered with The Bot Platform and agency The&Partnership to support its national #HowBoldAreYou campaign, which aimed to challenge the societal taboo around women’s age and encourage women to wear their age with pride. The brand wanted to extend its age-positive message from advertising into social media through an engaging Messenger experience.

Using The Bot Platform, Chico’s built a Messenger bot that embodied campaign spokesperson Lee Woodruff and invited women to share their age boldly, add a custom Facebook profile photo frame, and shop age-specific t-shirts on Chico’s.com. The campaign generated over 1,000,000 messages, with 18% of users adding a frame to their profile photo and 10% clicking through to purchase a campaign t-shirt.

Chico's

Shelagh Stoneham

Senior Vice President, Marketing