The luxury brand Dior Beauty announced this Monday the launch of a pioneering campaign in the sector on WhatsApp, with the firm’s ambassador Jisoo.

The campaign gives Dior Beauty’s 9.6 million Instagram followers access to four days of exclusive content and conversations with the muse of the new Dior Addict lipstick campaign on WhatsApp.

Fans can join Jisoo’s exclusive WhatsApp group through Instagram. From there, customers are directed to a dedicated page where they can sign up to engage with Jisoo’s chatbot via WhatsApp ahead of the launch of the new Dior Addict lipstick. Communication can include images, videos, files, web links, audio files, and buttons to bring messages to life and keep customers engaged.

«This campaign has pushed the boundaries of how luxury beauty and technology should collaborate to deliver innovative experiences through channels that we know our customers love,» said Arthur Poulain, director of digital innovation and strategic planning at Dior.

«Using WhatsApp allowed us to think outside the box about how to engage our dedicated Instagram community, giving them the opportunity to chat with Jisoo like they would with a friend, and giving them the power to choose the content they want to see on Instagram.» sequel,» he added.

Dior collaborated with the global communication platform Infobip to launch the omnichannel experience. The campaign marks the first time a firm has used WhatsApp to foster conversations with a brand ambassador, a press release noted.

«Our role is to redefine the way communications can help bring brand stories to life, and this collaboration with Dior Beauty is the best example of how channels like WhatsApp are doing just that,» added Adrian Benic, product director at Infobip.

«This has been one of the most exciting campaigns we’ve ever worked on, using every element of the channel’s many capabilities to deliver something truly unique and extraordinary. We hope this inspires other brands to take their digital engagement to new heights.» pointed out.