CARE Nigeria explores digital health campaigns through WhatsApp

The third and last part retargeted chatbot customers and promoted the chatbot survey characteristic.

Flip.io accelerator

Through the growth of the chatbot, CARE Nigeria was certainly one of twenty organizations chosen to take part within the chatbot construct acceleration program run by Flip.io in partnership with WhatsApp. Six weeks Chat for effect October to November 2022 and accelerated CARE Nigeriagrowth course of. With weekly displays and greatest practices for each stage of constructing a chatbot – from content material growth to testing to advertising and launch – the accelerator offered CARE Nigeria with a possibility to get one-on-one help and study from peer organizations.

outcomes

Adverts for this challenge ran from December 6, 2022 to February 24, 2023.

• Length of the primary stage marketing campaign: December 6, 2022 – January 10, 2023
• Length of the second stage marketing campaign: February 3, 2023 – February 26, 2023
• Part 3 Marketing campaign Length: 10 February 2023 – 24 February 2023

Notable metrics averaged throughout the three marketing campaign phases included:

• The full attain of the primary stage was 1.9 million individuals And for stage 2 it was 1.7 million individuals
• In its part 3 retargeting marketing campaign, CARE Nigeria reached 134,000 customers who have been already uncovered to chatbot advertisements. At this level, customers have been requested to take the survey throughout the platform.
• General Chat conversion fee (CVR) was 8%. That is under CARE’s benchmark common of 15% which was designed on the idea of a mix of inside metrics and knowledge shared with CARE by peer organisations, as CARE Nigeria had restricted expertise with chatbots previous to this marketing campaign.
• CARE Nigeria acquired a complete of 95,400 subsequent engagements And it was usually Share fee 0.037%which is larger than commonplace.
• Yobe State, the place CARE Nigeria’s offline programming is focused, had the best participation fee (39.5%) in comparison with different areas

“The WhatsApp chatbot gave us a lot higher attain than we have been in a position to think about earlier than. We would have liked to construct the service to have the ability to attain key stakeholders who affect decision-making throughout the family,” stated Habib Suleiman, Communications and Advocacy Officer at CARE Nigeria, we now have been in a position to do that by reaching out not solely to moms, but in addition to non secular and conventional leaders.

Outcomes from the chatbot and its person engagement embody:

• A complete of 15,000 conversations have been initiated within the CARE Nigeria chatbot
• Roughly 2,700 customers selected to obtain future immunization-related messages from the CARE nation workplace
• Common dialog lengths are about 9.7 Letters Per person, 70% extra dialog size seen in CARE Bangladesh chatbot.

So what do customers consider a chatbot?

CARE Nigeria’s in-platform survey yielded necessary insights into how customers understand the chatbot service. The survey completion fee was 43.9%, which implies that out of the 556 customers who participated within the survey, 244 accomplished the survey fully.

Analyzing the outcomes, CARE Nigeria discovered that:

• 76.6% of individuals reported that they’d advocate this service to others
• 68% of respondents rated the chatbot with 4 or extra stars out of 5
• 60% of the contributors expressed an elevated understanding of the significance of immunization by using the chat service

What then?

CARE Nigeria is eager to proceed programming their chatbot, and tackle the restrictions of their present service. “The precise neighborhood that we created the chatbot in Yobe State, Nigeria features a small variety of educated residents whose major language is Hausa, not English,” Habib stated. “By translating present content material into Hausa, we imagine we could have much more attain, affect and engagement in society.”

The workforce additionally hopes to develop the knowledge offered by the chatbot by including numerous subject areas resembling gender norms, diet and meals insecurity.