Objective

Hunkemöller, a leading European lingerie brand, is always exploring fresh, innovative ways to connect with its audience and enhance campaign performance. The holiday gifting season is a crucial period for the brand—but it can also be overwhelming for shoppers. To make the shopping experience easier and more enjoyable, Hunkemöller introduced personalized product recommendations through an interactive chat experience on Facebook Messenger and Instagram Direct, helping customers find the perfect gift with ease and convenience.

Solution

Smartly’s Conversational Ads proved to be the ideal complement to Hunkemöller’s mid-funnel activity to drive discovery and shorten the path to purchase. These ads direct users to a messaging platform like Facebook Messenger or Instagram Direct, where they engage in an interactive chat with the brand. Through a series of guided questions, users receive personalized product recommendations curated from Hunkemöller’s catalog—making the shopping experience more intuitive and tailored.

To ensure they were able to provide consumers with a chat experience that was helpful beyond attributes like product type and price, Hunkemöller leveraged AI to analyze and segment their products into different styles–like cozy or elegant. They then added this data into their catalog, which enabled filtering products based on consumers’ choices within a conversation to power high-quality recommendations.

To measure the incremental impact of Conversational Ads, Hunkemöller conducted a conversion lift test. The results were compelling: Conversational Ads drove a +29.5% increase in initiated checkouts and a +9.3% lift in sales, proving to be a powerful addition to the campaign strategy.

Beyond immediate performance, the brand also tapped into AI to analyze consumer interactions within the chat experience. This not only helped them optimize the chat experience, but also uncovered actionable insights to inform broader marketing strategies. For instance, data revealed that female shoppers gravitated toward self-gifting with affordable, cozy items, while male shoppers were more inclined to invest in higher-priced gifts for partners. These findings fed into AI-powered recommendations that shaped Hunkemöller’s future campaign messaging and audience targeting.

Following the success of their initial foray into Conversational Ads, Hunkemöller plans to expand their use—integrating them into upcoming gifting campaigns and exploring their potential as a scalable, always-on engagement tool.