MBAPPÉ MODE 2.0
• THE BRIEF
The goal was to find a new way to connect Kylian Mbappé to his young fans - and encourage them to get some exercise!
We build an interactive, personalised Instagram chatbot to reach kids where they already are. The format of the campaign was disruptive and creative, expanding the limits of how brands can communicate with their audiences and bringing people’s favorite celebrities closer to them.
• THE CLIENTS
Wieden + Kennedy Amsterdam
Nike Football
• MY ROLE
Creative Lead
• CAMPAIGN CASE STUDY
• IN-BOT VIDEO CHALLENGES
• IN-BOT CONTENT
• IN PRACTICE
When I first read the W+K brief, my honest reaction was: this isn't enough. Build a connection between kids and one of the greatest athletes in the world... through a social media account? It felt impersonal. So I proposed something else: what if kids could actually talk to Lil Mbappé, his playful digital mini-me, directly, like a friend?
I built a prototype to make the case. It worked. Then I designed the full user journey, wrote the first draft of the entire chatbot conversation, and taught myself ManyChat to implement it - because nobody else was going to. The platform wasn't built for a campaign at this scale, and I spent a lot of the production untangling technical limitations nobody had anticipated.
But the moment I knew it had worked wasn't in the results deck. It was when kids started writing to Lil Mbappé like he was someone they actually knew. We didn't made another Nike campaign - we made something that felt like a real relationship.
• THE RECEPTION
Over the two weeks, over 40k Instagram users played with Lil Mbappé, spending an average of 10 minutes engaging with the activation. The campaign was mentioned in industry press outlets, including The Drum, Campaign Magazine, AdWeek, and awarded a Webby Award for Best Community Engagement. But the biggest reward were the heartwarming messages sent by kids to Lil Mbappé.
• RESULTS
47,000+ users over 14 days
38% challenge completion rate
10 minutes average engagement time
• AWARDS
Webby Award, Best Community Engagement 2023
FWA of the Day
• TEAM CREDITS
CD: Kate Lynham
Creative Lead: Veronika Watson-Kuc
Tech support: Błażej Rybczyński
Producer: Romina Thaler
Project Manager: Hugo King
QA: Tom Watson, James Stokes, Alix Saunders, Magnus Rolen, Pani Nicola, William Eden, Stephanie Thorpe, Pritty Gilbey
