The brand Dior launched via WhatsApp an unprecedented campaign with the brand ambassador and global icon Jisoo. The new muse of Dior Addict shine lipstick gives access to four days of totally exclusive content and personalized stories to @diorbeauty’s 9.6 million Instagram followers.
Internet users are invited to be part of the experience via @diorbeauty’s Instagram story, where Jisoo has offered its followers the opportunity to join its “exclusive WhatsApp group” . From there, customers are directed to a dedicated landing page where they can sign up to chat with Jisoo’s chatbot on WhatsApp ahead of the launch of the new Dior Addict shine lipstick. Members choose the type of content they want to receive, from themed videos to exclusive behind-the-scenes footage of Jisoo’s life as a Dior ambassador.
They will also receive exclusive links to purchase the new Dior Addict shine lipstick and get custom access to the brand’s new Instagram filter.
Arthur Poulain, head of digital innovation and strategic planning at DIOR, comments, “This campaign pushed the boundaries of luxury beauty and technology collaboration to deliver innovative experiences on the channels we know our customers love. Using WhatsApp allowed us to think outside the box in terms of how we engage our dedicated Instagram community, giving them the ability to chat with Jisoo as they would a friend and empowering them to choose the content they want to see next.”
The campaign is managed by Infobip’s WhatsApp Business solution, allowing Dior to build a series of automated conversations and content with the help of chatbots. Exchanges can include images, videos, files, web links, audio files and buttons to bring messages to life and keep customers engaged.
Adrian Benic, Chief Product Officer, Infobip, concludes, “Our role is to redefine how communications can help bring brands’ stories to life and this partnership with DIOR Beauty is the best example of how channels like WhatsApp offer that. This is 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 it inspires other brands to take their digital engagement to new heights.”
This is the first time a brand has used WhatsApp to empower private conversations with a brand ambassador, according to the official release.
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Featured photo : © Dior
