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 Intelligence@teads.tv

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