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Dior launches influencer chatbot

Luxury fashion brand Dior Beauty has launched an omnichannel experience chatbot with brand influencer @Jisoo over WhatsApp, in a collaboration with global cloud communications platform Infobip.

Social media influencer Jisoo is billed as the ‘muse’ of Dior’s new Dior Addict shine lipstick campaign. Customers are invited to become part of the experience via @diorbeauty’s Instagram story – where they are offered the chance to join Jisoo’s ‘exclusive WhatsApp group’.

By joining the group, customers are taken to a dedicated landing page where they can sign up to engage with Jisoo’s chatbot over WhatsApp.

Infobip’s WhatsApp Business solution is managing the campaign and has enabled Dior to create a range of automated conversations and journeys as Jisoo with the help of chatbots.

Members can optimise the type of content they want to receive, spanning themed videos to exclusive behind the scenes footage of Jisoo’s life as Dior’s brand ambassador.

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.”

In working on the project, Infobip says their vision has been to transform the way communication channels can help bring brand experiences to life.

“This has been one of the most exciting campaigns we’ve ever worked on, using every element of the channel’s rich capabilities to deliver something truly unique and extraordinary,” Adrian Benic, chief product officer at Infobip, said.


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