Dior Beauty and Jisoo launch WhatsApp ads for the first time ever | World Fashion Channel

Dior Beauty and Jisoo launch WhatsApp ads for the first time ever

Beauty
Read min

12 May 2022

Luxury brand Dior Beauty has launched a four-day ad campaign via WhatsApp. 10 million users were invited to chat with Dior Ambassador Blackpink member Jisoo. To do this, you had to go to her closed WhatsApp group and talk to the star's chatbot. On behalf of Jisoo, fans were sent fresh videos and pictures describing the new Dior Addict lipstick.

This experience was the first in the history of the fashion industry, which the Dior brand is very proud of. Advertisers claim that in this way customers trust their idol more and are more willing to buy the product. Fans can chat with the star and make a purchase through "her direct recommendation."

"This is one of the most incredible campaigns we've ever worked on," said Arthur Poulin, digital innovation and strategy manager at Dior. “We have created a unique experience that we hope will inspire other brands to take their digital customer experience to the next level.” Interestingly, technology previously did not allow the creation of chatbots in the WhatsApp messenger, but now it has become real.

 

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