With new technology partnership with Infobip, luxury brand uses WhatsApp for the first time to provide Instagram community with exclusive influencer content and personalized storytelling
French luxury fashion brand Dior Beauty Recently launched an industry-first campaign featuring brand ambassadors and global icons @Jisoogive @diorbeauty‘s 9.6 million Instagram followers can access four days of exclusive content via WhatsApp and chat with the muse of the new Dior Addict glossy lipstick campaign.Dior partners with global communication platform Infobip To launch this innovative omni-channel experience, brands used WhatsApp for the first time to have conversations with brand ambassadors.
Inviting customers to be part of the experience via @diorbeauty’s Instagram Stories, Jisoo offers followers the opportunity to join her “exclusive WhatsApp group.” From there, customers are taken to a dedicated landing page where they can sign up via WhatsApp to interact with Jisoo’s chatbot ahead of the launch of the new Dior Addict glossy 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 also received an exclusive link to buy the new Dior Addict glossy lipstick, and gained bespoke access to the brand’s new Instagram filters.
Arthur Poulain, Manager of Digital Innovation and Strategic Planning at DIOR, commented: “This campaign pushes the boundaries of how luxury beauty and technology must work together to deliver innovative experiences through channels we know our customers love. Using WhatsApp means we can think outside the box about how to engage with our dedicated Instagram community so they have The opportunity to chat with Jisoo like a friend and give them the ability to choose what they want to watch next.”
The campaign is managed through Infobip’s WhatsApp Business solution, enabling Dior to build a series of automated conversations and journeys as Jisoo with the help of a chatbot. Rich channels mean that communications include images, videos, files, web links, audio files, and buttons to bring information to life and keep customers engaged.
Adrian Benic, Chief Product Officer at Infobip, concluded: “Our role is to redefine how communications can help bring brand stories to life, and this partnership with DIOR Beauty is a prime example of how channels like WhatsApp can do this. This is one of the most exciting campaigns we’ve ever undertaken, leveraging on Channels enrich every element of the feature to deliver something truly unique and extraordinary. We hope this inspires other brands to take their digital engagement to new heights.”
Follow @diorbeauty to discover more.
