Dior Beauty has launched what is described the first WhatsApp campaign from a luxury brand.
The brand is working with brand ambassador Jisoo, to give the 9.6m @diorbeauty Instagram followers access to four days of content and conversation around the new Dior Addict shine lipstick campaign.
Those who opt in can choose the type of content they want to receive, from themed videos to footage of Jisoo’s life as a Dior ambassador. They will also receive links to buy the new lipstick and get access to the brand Instagram filter.
Arthur Poulain, digital innovation and strategic planning manager at Dior, says: “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 to Jisoo like they would a friend and empowering them to choose the content they want to see next.”
Dior has worked with communications platform Infobip to develop the campaign, which runs via a series of automated conversations and journeys using chatbots. Using Infobip’s WhatsApp Business solution, communications 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 at Infobip, says: “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. 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.”
