Save 35% on an annual Digiday+ membership. Ends June 5.
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
‘They’re going to be extinct at some point’: Why the chief AI officer is a transitional species
AI has quietly automated large swathes of how ads are bought, from walled garden auctions to the programmatic pipes that fund the open web.
Target has alienated Black-owned brands, founders say, as some startups vanish from its shelves
Black founders Modern Retail spoke with said they found Target to be a frustrating wholesale partner.
Why brands are running to Strava
Starbucks announced a nationwide partnership with fitness app Strava, asking participants to walk 22 minutes a day for at least 10 days.