for the Digiday Programmatic Marketing Summit, May 6-8 in Palm Springs.
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 is OpenAI’s global head of ads, David Dugan?
Digiday talked to people who’ve known him throughout his career to find out exactly why OpenAI believe he’s the right person for the job.
Google says its AI-powered ads help some brands lift online sales by 80%
ModernRetail spoke with Courtney Rose, vp of retail at Google Ads, at Shoptalk Spring about early results from AI-powered campaigns.
TikTok’s Khartoon Weiss to exit the platform as its N. America lead of global business
Weiss, who was North America head of global business solutions at the company, is leaving on Friday, according to a memo shared with clients.