Dior beauty taps conversational messaging, influencer marketing in latest campaign

Prioritising comfort and connecting with shoppers on their own conditions has led Dior attractiveness to extend its global influencer advertising functions and incorporate conversational messaging system, WhatsApp. &#13

The French luxurious style brand introduced a new marketing campaign in May perhaps with influencer, @Jisoo, offering its 9.6 million Instagram followers entry to exclusive information and conversations from the brand ambassador and attractiveness icon around its new Dior Addict glow lipstick around WhatsApp. Dior elegance partnered with communications platform-as-a-assistance supplier, Infobip, to produce the omnichannel encounter. Equally declare it is the initially time a brand has applied WhatsApp to facilitate discussions amongst a brand name ambassador and consumers.  &#13

The Dior attractiveness campaign makes use of Infobip’s WhatsApp Business alternative and observed the model develop a collection of automatic discussions and journeys as Jisoo with the support of chatbots. The communications incorporated photos, films, data files, Web one-way links, audio files and buttons.&#13

Clients had been invited to turn out to be component of the encounter by using @diorbeauty’s Instagram story, wherever Jisoo presented followers the likelihood to sign up for her unique WhatsApp team. From there, shoppers had been taken to a committed landing website page to indication up to interact with Jisoo’s chatbot in excess of WhatsApp forward of the new Dior Addict shine lipstick launch.  &#13

Members decide on the variety of content they want to acquire, from themed videos to unique driving the scenes footage of Jisoo’s lifetime as a Dior ambassador. They were being also sent distinctive hyperlinks to invest in the new Dior Addict shine lipstick and specified bespoke entry to the new brand name Instagram filter.  

Credit score: Dior elegance