
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

Women’s sports marketing boom ‘huge up and coming opportunity,’ spurs new agency services
Women’s sports are having a moment. Brands, media companies and agencies are looking to get in on the action.

Creators still turning down work as the Hollywood SAG-AFTRA strike continues
The Hollywood strikes were supposed to be a game changer for many of them, but the situation hasn’t quite lived up to the hype.

Agencies move on from creating content for specific platforms to focus on short-form video
Given the rise of short-form video, agencies that focus on the format, rather than specific platform expertise, will reap the rewards.