Despite being an NHS-approved app which is listed on the NHS website, the accounts we ran the advertising and content from were obviously new accounts on Facebook and Instagram, and as such did not have blue ticks. We faced backlash from some members of the public who believed the chatbot was a scam and were worried about sharing data. We also came up against competition from Facebook themselves, who launched a very similar chatbot soon after we began advertising. The challenge of the campaign was to generate as many form submissions as possible, whilst maintaining a positive image across social media.
To date we have helped push the survey out to over 1.62million people and sent 52k people to the chatbot, with an average CPA of just £0.05.