Dior Beauty launches industry-first WhatsApp campaign with Jisoo
The campaign gives Dior Beauty’s 9.6 million Instagram followers access to four days of exclusive content and conversation with the muse of the new Dior Addict shine lipstick campaign on WhatsApp.
Fans can join Jisoo’s exclusive WhatsApp group via Instagram. From there, customers are taken to a dedicated landing page where they can sign up to engage with Jisoo’s chatbot over WhatsApp ahead of the new Dior Addict shine lipstick launch. Communication can include images, videos, files, web links, audio files and buttons to bring messages to life and keep customers engaged.
“This campaign has pushed the boundaries of how luxury beauty and technology must collaborate to deliver innovative experiences across the channels we know our customers love,” said Arthur Poulain, digital innovation and strategic planning manager, at Dior.
“Using WhatsApp meant we could think outside the box in terms of how we engage our dedicated Instagram community, giving them the opportunity to chat to Jisoo like they would a friend and empowering them to choose the content they want to see next.”
Dior collaborated with global communications platform Infobip to release the omnichannel experience. The campaign marks the first time a brand has used WhatsApp to empower conversations with a brand ambassador, according to a press release.
“Our role is to redefine how communications can help bring brand stories to life and this partnership with Dior Beauty is the prime example of how channels like WhatsApp deliver this,” added Adrian Benic, chief product officer, at Infobip.
“This has been one of the most exciting campaigns we’ve ever worked on, using every element of the channel’s rich capabilities to deliver something truly unique and extraordinary. We hope this inspires other brands to take their digital engagement to new heights.”
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