Case Study - 600+ Emails Collected: How Facebook Chatbot Automation Drove Lead Generation

Overview: Creating an Automated Facebook Chatbot to Streamline B2C Lead Generation for PizzaForno

While working with PizzaForno, we needed to find a way to connect with customers at each location to effectively run local marketing campaigns. By creating an automated Facebook chatbot while utilizing geo-fenced ads, we we're able to efficiently capture user information and run local promotions that would automatically distribute targeted coupon codes.

Identifying the Key Challenges

PizzaForno operates using a distinct model where automated pizza vending machines serve customers without any staff presence. This setup presents unique challenges for their marketing campaigns.

The primary challenge is the inability to run a system-wide promotion, as each code is only valid at designated locations. For instance, a code intended for use in Toronto cannot be redeemed in Guelph. Instead, they must segment customers by location and issue tailored codes specifically created for that machine.

Therefore, to manage promotions effectively across all locations at the local level, they needed a scalable system that targets customers based on their proximity to each machine, collects and segments their data, and automatically distributes the correct promotional code to them.

Since such a system wasn’t available, we created one.

The Solution: Tailored Digital Marketing Strategy Leveraging a Facebook Chatbot

The core of our approach involved driving engagement for each local machine by offering a compelling incentive: a $5 discount code. We recognized that to motivate customers to share their contact details, they needed something valuable in return.

To implement this promotion effectively, we needed to determine the exact location where each customer intended to use their code. By integrating custom data layers while gathering customer details, we could accurately segment our audience and ensure that the distributed code matched the customers preferred location. Based on the success of previous campaigns, we would be running geo-targeted ads on Facebook for this strategy.

We had already developed a system for PizzaForno's email campaign that was capable of effectively tagging customers with the correct data layers & distributing codes. However, to leverage the systems we had built, users had to be sent to a specific landing page on PizzaForno's site.

While this approach might have worked fine, we recognized that it could make the campaign less effective since it required users to leave Facebooks platform. By using a specific campaign objective to keep users on the platform, we could lower our CPC, streamline the experience, and allow customers to retrieve the coupon code without leaving Facebook.

Even though this approach created more hurdles and additional work for us, we knew it would ultimately improve the success of the campaign. But, how would we do this? Using an automated Facebook chatbot.

Implementing the Messenger API

By creating a custom Facebook chatbot, we would be able to gather the information needed to send customers a coupon code for the location nearest to them, all directly within Facebook.

To facilitate this we created a Facebook Developer account and set up the Messenger API through the Facebook App Dashboard. Since our chatbot required specific permissions, we built a prototype and submitted it to Meta for app review. After passing this verification, the system was ready.

Building the Facebook Chatbot

The next step was to create the message flow for users interacting with the Facebook chatbot. For this to work, we needed to collect the specific data required for the audience fields and tags used in our automated email campaigns, while ensuring a simple, user-friendly process.

The message flow had to guide customers smoothly through the steps to receive their code, minimizing drop-offs. A complicated and unengaging flow could cause users to exit Messenger and keep scrolling on Facebook. The first step in the message flow is a trigger that would initiate the chatbot sequence. Once customers tap the "Yes" button, the chatbot sequence begins.

After the trigger is activated, the chat flow prompts the customer to provide their email to receive the coupon code. Since the user is already in Messenger, a pop-up appears with the email address linked to their account. They can simply click to autofill it, saving time and avoiding manual typing.

Next, the chatbot displays two consecutive interactive pop-ups. Each pop-up includes images, names, and addresses of different locations, enabling the user to select their region and choose a specific machine from that area.

Thanks to the autofill feature and pop-ups, customers only needed to click four buttons, giving us all the data required to send a coupon code for their chosen location. The entire message flow takes the user less than a minute to complete.

Integrating the Facebook Chatbot

Once the chatbot was built, we integrated it with our existing systems to distribute codes to customers and collect their contact information for future marketing efforts.

We developed a custom API endpoint to transmit data from our Facebook chatbot. When data is received, the endpoint queries our database to retrieve a location-specific coupon code. It finds the appropriate code by matching the location identifier that was selected by the customer during their interaction with the chatbot, with the relevant code group stored in our database.

Here’s a summary of what our tables looked like, excluding irrelevant details:

This system ensures the correct allocation of coupon codes and tracks their distribution, preventing customers from receiving a previously used code. Following this, the endpoint sends a request to the Mailchimp API, our platform for email marketing. This request imports the data collected from the chatbot to Mailchimp, including pre-configured custom audience fields, tags, and the one-time use code from the database.

Delivering Personalized Coupon Codes via Automated Email Campaigns

After importing contact details into Mailchimp via the API, consumers were automatically added to a marketing journey. Using the audience fields and tags we established, we can now effectively segment PizzaForno's audience. This capability allows us to send personalized emails and coupon codes to customers across the entire fleet.

For this promotion, customers would receive an email containing the unique coupon code for the machine they selected through the Messenger app. Thankfully, we were able to leverage an automated code distribution and data collection system that we had recently built for another campaign, making this part of the strategy relatively straightforward.

The code was then dynamically inserted using merge tags, along with another merge tag specifying the location where the code was valid. This process ensured that promotional codes were automatically distributed to consumers as soon as they completed the chatbot message flow.

Creating Geo-Targeted Facebook Messenger Ads

With the Facebook chatbot built and integrated into our systems, it was finally time to put it to use. We linked our app, "pizzaforno_chatbot", with our Facebook Ads Manager account, allowing us to incorporate it directly into our advertising campaigns.

We targeted several locations and created separate ad sets for each one under a single campaign. For each ad, we integrated the "pizzaforno_chatbot" app, directly connecting the ads to the chatbot.

Using Facebook's geo-targeting capabilities, we precisely targeted users who live or have recently been near each PizzaForno machine. This feature utilizes location data to pinpoint a specific geographic radius around the machines, ensuring the ads reach the target audience.

How Our Facebook Chatbot Worked

Geo-targeted ads encouraged local customers to message PizzaForno for a $5 coupon. After engaging with the ad, users were guided through a simple and quick message flow. Upon completion, they received a unique coupon code via email.

Step 1: Engaging Customers via Geo-Targeted Facebook Ads

The customer sees a PizzaForno ad on their feed and clicks the "Send Message" CTA, which takes them to a Facebook Messenger chat. They are greeted with a message and a button that, once clicked, activates the chatbot sequence.

Step 2: Chatbot Collects Customer Data for Coupon Distribution

Once the chatbot sequence begins, it prompts the customer to enter their email, select their region, and choose the machine closest to them. This data is transmitted to our system via an API, paired with a discount code, and imported into Mailchimp with the relevant audience fields and tags applied.

Step 3: Customer Receives Personalized Coupon via Email Automation

The customer is then enrolled in an automated email journey. The coupon code is dynamically inserted using a merge tag, along with another tag indicating the location where the coupon is valid, before being sent to the customer.

Client Testimonial

The Results: How Our Facebook Chatbot Campaign Boosted Engagement

After implementing this tailored digital marketing strategy, PizzaForno can now run localized, system-wide promotions across their entire fleet. Additionally, they have access to segmented customer data for future marketing campaigns.

Here are the results:

The Facebook chatbot ads initiated 1,100+ messaging conversations and collected over 600 emails, meaning more than 50% of users completed the message flow! Thanks to the automated system we built, over 600+ unique one-time-use coupon codes were distributed to customers.