Case Study: World Wildlife Fund boosts animal adoptions with Merkle's Facebook Messenger chatbot

World Wildlife Fund boosts animal adoptions 50% with Merkle

World Wildlife Fund (WWF) sought to increase user engagement and generate greater brand affinity. A key challenge was efficiently handling a high volume of customer support queries from people asking what animal they should adopt. They partnered with Merkle to address this.

Merkle implemented a Facebook Messenger chatbot that asked users simple questions to match them with an animal based on their personality, then directed them to its adoption page. This solution, amplified by a click-to-message ad campaign, achieved a 14% view rate compared to a 0.3% average. The chatbot also drove a 7% conversion rate to the website, with half of those clicks converting into an adoption, significantly increasing animal adoptions for WWF.

World Wildlife Fund (wwf)