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
Who owns the creative brief? Brands and creators are renegotiating the relationship
Brands are moving creators beyond sponsored posts and into the creative process, reshaping who influences marketing decisions.
Future of Marketing Briefing: Media measurement is becoming an asset in boardroom theater
Major advertisers spent their quarterly earnings calls talking up media effectiveness efforts to analysts and shareholders this week. It suggests a shift in the way C-suites consider ad spend.
Nike, Lululemon hit with lawsuits alleging deceptive ‘phantom discounts’
In recent weeks, major global brands have been the subject of lawsuits alleging deceptive pricing strategies.