To promote its recent collaboration with Gigi Hadid this September, Tommy Hilfiger launched a cheeky fashion chatbot on Facebook Messenger, which customers could interact with in order to look at items from the collection and learn pre-programmed fun facts about Hadid. For the Tommy brand, the tool checked a few boxes: It milked more use of the brand’s most recent fashion show (one of the industry’s most expensive marketing tools to execute), sent customers to online stores, and demonstrated that Tommy Hilfiger wasn’t afraid of testing out new technology, which scored it free press coverage.
Indeed, the brand was lauded for its forward-thinking creativity and for being among the first to launch such a bot. But when it came to conversion, the brand declined to share any proof that the bot actually drove any.
To read the rest of this story, please visit Glossy.
More in Marketing
Why Georgia-Pacific consolidated most retail media spending with seven networks after testing over 25 options
Figuring out which retail media network is worth spending on given the glut of new retail media networks can be a challenge for marketers.
Why the creator industry is setting its sights on on the small screen
As the creator economy continues to boom, creators are making their way off of mobile screens and onto the small screen.
Inside marketing’s elusive Quixote quest for digital ad transparency
Stuck in a spin cycle, marketers are grappling with the endless challenge of making tangible progress on ad transparency.