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
‘Mission and capital can coexist’: Golden State Valkyries’ Jess Smith on pitch to sponsors
The WNBA’s newest team must navigate measurement demands and marketers wanting to share in the ‘mission’ if it’s to establish a commercial foothold.
Future of Marketing Briefing: Why top creators are taking fewer brand deals
The biggest creators are cutting their brand rosters and asking more of the partners they keep.
‘There’s nothing wrong with being a heritage brand’: How Revlon is updating its image by looking to the past
Revlon named musician and actress Teyana Taylor and country music star Megan Moroney as the faces of its “Revlon Be Unforgettable” campaign.