Dior Beauty has launched a campaign with brand ambassador and South Korean singer Jisoo, offering four days of content and conversation about the new Dior Addict shine lipstick.
Customers are invited to join the “industry-first” experience via Dior Beauty’s Instagram story, where Jisoo will offer followers the chance to join her “exclusive” WhatsApp group.
Users can then sign up to engage with Jisoo’s chatbot over WhatsApp and choose the content they want to receive. This includes themed videos and behind the scenes footage of Jisoo’s life as a Dior ambassador.
Customers will also be sent exclusive links to purchase the new Dior Addict shine lipstick and given access to the new brand Instagram filter.
Arthur Poulain, Digital Innovation & Strategic Planning Manager at Dior, said: “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.”
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 chatbots. This means communication can include images, videos, files, weblinks, audio files and buttons to bring messages to life and keep customers engaged. This is the first time the luxury brand is using WhatsApp for its marketing campaign.