The amount of choice when buying gifts is often overwhelming and LEGO needed a solution to assist customers in helping them find a gift that a child would actually love. So, we created Ralph, a chatbot that makes you a gifting champion! Each entry point was customized to the user’s need state and helped them navigate in a way most suited to their requirements. Edelman developed a custom API that provided real time, localized stock updates from store.LEGO.com, and gave customers a unique free shipping code and gift. The bot was responsible for driving 25% of all in-season online sales, providing a 6x return on ad spend within certain markets. In a direct comparison study with other conversion-based ad formats (such as carousels, Canvas and collections), Ralph drove an 8.4x higher conversion rate and a cost per purchase that was comparatively 65% lower.