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
How brands shifted marketing and media strategies through year of tariffs
Marketers share how they navigated the maze of tariffs and regulatory changes this year.
Despite the hype, agentic AI isn’t ready to take the brand controls just yet
Despite agentic AI boosting content creation speed, human oversight remains critical due to concerns over hallucination, brand consistency.
Starbucks hires first-of-its-kind marketing role heading up fashion and beauty collabs
Neiv Toledano has joined Starbucks as its senior marketing manager of fashion and beauty.