A quiz that became a lead channel

The situation

Enquiries were arriving, but a lot of them were from people who were never going to book. The problem was not volume, it was relevance.

Health is also a subject where marketing copy alone does not earn trust. Anything that made a claim had to be something the estate's own practitioners would stand behind.

What I did

Built an interactive health assessment quiz in Outgrow as a new, personalised lead generation channel.

Wrote the quiz with the in-house health practitioners, so every question and result was medically credible rather than marketing copy in a lab coat.

Set up a ManyChat chatbot across Facebook and Instagram to answer customer questions and guide people through automated conversations.

Deployed the automated Mailchimp nurture sequence behind it, built around the scientific foundation of the programme rather than around the offer.

What happened

A 5% increase in qualified website traffic from social media.

Better quality and relevance in the inbound leads, which was the point of the exercise.