Chat to Tommy Hilfiger - Agentur Frau Wenk€¦ · For more information contact...
Transcript of Chat to Tommy Hilfiger - Agentur Frau Wenk€¦ · For more information contact...
Chat to Tommy HilfigerDriving engagement and purchase intent with conversational ads ‘TMY.GRL Chatbot’ powered by Teads Studio
CASE STUDY
8 - 22 May, UK
Key results 2’40’’ dwell time engaging
with the chatbot 3x ad awareness on mobile
(for women 18-30yo) +67% consideration on mobile
(for women 18-30yo)
Objectives: Position Tommy Hilfiger as innovative and relevant
to millennials
Drive 1:1 conversation with the users
Simplify the path to purchase
Solution: 15 and 30 sec videos
Call to action to invite users to chat with Tommy Hilfiger chatbot
Cross screen distribution: inRead on desktop and inRead vertical on mobile
Targeting UK ABC1 females, 18-34 years old
Delivered across News, Entertainment, Health, Fashion and Lifestyle related publishers
Ad effectiveness and impact of the chatbot on brand perception was measured by Millward Brown.
* Includes pre and post chat engagements, chat engagements and clicks to redirect
2’ 40”Spent interacting with the content
3.3%Engagement
Rate*
0.9%CTR
Mobile (n=96) Desktop (n=184)
of mobile users found the chatbot fun and engaging
easy to use and navigate
22% 13%
+8%
3 x
+ 67%
1.5x
+52%
50% 17%
31% 18%
19% 8%
11% 5%
Ad effectiveness study with Millward Brown
Methodology: Forced ad exposure
TA: Female, 18-34, ABC1, UK
I liked the music & the fun style to the advert. It made the brand seem more relevant & youthful
“
”
Mobile drove uplift across all major metrics: (for women 18-30yo)
After seeing the advert for the Tommy Hilfiger X GiGi collection which of the following will you do? (%)
Mobile Desktop
For more information contact [email protected]
RESULTS
Exposed n=200
Control n=200
Chatbot video unit
Mobile & desktop
June 2017
Kantar Millward Brown
67%
75%
+76% +54%Brand
favourabilityBrand
favourability
Users exposed to the mobile chatbot ad were more likely to click on it, visit the website or the physical store.
vs
18-30 yo women engaged more with the mobile/chatbot than with the desktop version.
Aided Brand Awareness
Online Ad Awareness
Consideration
Celebrity Association
Affinity
Search for information online
Click on the ad
Visit the Tommy Hilfiger website
Talk to others on it
Visit a Tommy Hilfiger store