Dior Beauty’s WhatsApp campaign shows 1:1 messaging opportunity

In search of new social marketing opportunities beyond Instagram, beauty has found its way onto mobile messaging app WhatsApp. On May 6, Dior Beauty launched a four-day messaging-based campaign on WhatsApp featuring Blackpink member and the brand’s global ambassador Jisoo.
For the release of its new Dior Addict lipstick, the luxury label allowed users to talk with a chatbot representing the K-pop superstar, attracting enthusiasm from her devoted fan base. While brands’ marketing efforts have already become widespread on other international messaging apps, they are just beginning to adopt WhatsApp promotions as the platform taps into commercial activities.