Chat to Tommy Hilfiger Driving 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
2
Embed
Chat to Tommy Hilfiger - Agentur Frau Wenk€¦ · For more information contact [email protected] RESULTS Exposed n=200 Control n=200 Chatbot video unit Mobile & desktop June
This document is posted to help you gain knowledge. Please leave a comment to let me know what you think about it! Share it to your friends and learn new things together.
Transcript
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? (%)