French luxury fashion brand DIOR Beauty recently launched an industry-first campaign, where over 9 million Instagram followers can experience exclusive content and conversation with its latest brand ambassador, BLACKPINK’s @Jisoo, about the new Dior Addict shine lipstick over WhatsApp.
This is made possible with the collaboration with global communications platform Infobip, delivering innovative personalized storytelling that empowers conversation with the worldwide icon through WhatsApp.
“Our role is to re-define 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,” said Adrian Benic, Chief Product Officer, Infobip.
It enables Dior to build a series of automated conversations and journeys as Jisoo with the help of chatbots. The rich channel means communication with images, videos, files, web links, audio files, and buttons to bring messages to life and keep customers engaged.
“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,” added Adrian Benic.
Via @diorbeauty’s Instagram story, customers and fans joined Jisoo’s ‘exclusive WhatsApp group,’ taking them to a dedicated landing page to engage with Jisoo’s chatbot over WhatsApp ahead of the new Dior Addict shine lipstick launch.
Members chose the type of content they wanted to receive, from themed videos to exclusive behind-the-scenes footage of Jisoo’s life as a Dior ambassador.
Customers also received exclusive links to purchase the new Dior Addict shine lipstick and access to the new brand Instagram filter.
“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. 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 with Jisoo like they would a friend and empowering them to choose the content they want to see next,” shared Arthur Poulain, Digital Innovation & Strategic Planning Manager, DIOR.
To discover more about this new campaign, follow @diorbeauty at
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