French luxury fashion brand Dior Beauty has launched an industry-first campaign featuring brand ambassador and global icon Jisoo. Dior’s 9.7 million Instagram followers will have access to four days of exclusive content, as well as a conversation via WhatsApp with the muse of the new Dior Addict lipstick campaign.
Dior collaborated with Infobip’s global communications platform to launch this innovative omnichannel experience. It is the first time that a luxury brand has used WhatsApp to enable conversations with an ambassador.
Customers are invited to be a part of this experience through the brand’s Instagram story, where Jisoo offered followers the chance to join her ‘exclusive WhatsApp group’. From there, consumers are directed to a page where they can sign up to interact with Jisoo’s WhatsApp chatbot, ahead of the launch of the new Dior Addict lipstick.
Channel members choose the type of content they wish 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 lipstick and have personalized access to the brand’s new Instagram filter.
Arthur Poulain, Strategic Planning and Digital Innovation Manager at DIOR comments: “This campaign pushed the boundaries of how beauty and technology should collaborate to deliver innovative experiences on the channels we know our customers love. Using WhatsApp means we can think outside the box about how we engage our passionate community on Instagram, giving them the opportunity to chat with Jisoo as they would a friend, and empowering them to choose what content they want to see next.”
The campaign is being managed through Infobip’s WhatsApp Business solution, which allows the creation of a series of automated conversations and journeys with influencer Jisoo with the help of chatbots. The channel can include images, videos, files, web links, audio files and buttons to bring messages to life and keep Dior customers engaged.
Adrian Benic, Product Director at Infobip, concludes: “Our role is to redefine how communication can help bring brand stories to life. This partnership with DIOR Beauty is the prime example of how channels like WhatsApp can deliver this. This was one of the most exciting campaigns we’ve ever worked on, we used all the elements and capabilities of this rich channel 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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