Case Study: Channel 4 achieves a 13-point lift in ad recall with Facebook Messenger bot

Channel 4 - Customer Case Study

Channel 4 promoted the second series of its hit sci‑fi drama Humans and faced the dual challenge of re‑immersing existing fans in the show's narrative while driving awareness beyond its core audience to build anticipation for the launch.

They executed a memorable faux product‑recall campaign for fictional Persona Synthetics across outdoor, video and Facebook, directing users to a Messenger customer‑service bot that began to “malfunction” to extend the story. In a five‑week campaign targeting 18–44s, the approach generated 5.1 million bot interactions and delivered a 13‑point lift in ad recall overall and a 17‑point lift among 35–44‑year‑olds.

Channel 4

Laura Ward

Deputy Head of Marketing