In less developed regions around the world, small businesses often struggle to access digital marketing resources due to limited internet bandwidth. To address this, we created the first educational Meta chatbot on the low data platform they knew and loved - WhatsApp. Reaching over 150k business owners within the first few months of launch, the bot remains instrumental in growing solution adoption and driving revenue growth for Meta platforms to this day.
THE TEAM
Content, Creative, Partnerships, Marketing, Creative Agencies
MY ROLE
Leading audience research, stakeholder management, content vision and development, bot input
OVERVIEW
The free WhatsApp bot, also known as the "Meta Business Coach," offers 18 self-paced lessons on Meta's available marketing solutions (including Facebook, Instagram and Messenger). The lessons feature video tutorials, downloadable infographics, and audio clips to teach businesses the value of the tools available and how to use them.
Initially launched in India and Africa in both English and Hindi, the bot gained notable press coverage from outlets including The Guardian Nigeria, AdWeek, Business Post Nigeria, Business Today India and more. It was also featured on a Meta Ukraine training hub that was released during the 2023 conflict. The bot has since expanded to French and Spanish-speaking countries.
RESPONSIBILITIES
Leading audience research to understand market needs and business priorities in close partnership with regional stakeholders
Defining measurement plan and success key performance indicators (KPIs)
Supervising a team of 5 instructional designers in crafting diverse learning paths and developing the curricula (onboarding, 18 courses, 50+ lessons, and offboarding)
Overseeing asset development by two vendors, totaling over 250 assets
Managing stakeholder relationships, including collecting feedback and implementing edits
Leading input of content into the bot and troubleshooting issues before pilot launch
Analysing pilot results and implementing revisions based on feedback
Supervising instructional designer in developing style guide for future content development
