For the first time in history, WhatsApp is being used as a platform to power Instagram communities, to market a product. And it is French Brand Dior’s new Dior Addict Shine Lipstick, with a palette of 35 new shades. DIOR has teamed up with global icon and K-pop girl group BLACKPINK member, Jisoo. This has powered 9.6 million Instagram followers with access to four days of exclusive content and conversation with their new muse.

In collaboration with global communications platform ‘Infobip’, the French fashion brand has used WhatsApp to encourage dialogues between users and Jisoo. This first-of-its-kind innovative omnichannel experience, has consumers become a part of Jisoo’s exclusive WhatsApp group.

On joining the group, users will be taken to a particular page, on which they can select the type of content that they wish to see or receive, ranging from behind the scenes snippets of Jisoo’s life as DIORs brand ambassador, to her pictures to weblinks and theme-based videos. Users will also be given exclusive access to a fresh Instagram filter, and will also be sent links, encouraging purchase of the new lipstick.

For the first time, a luxury brand has used WhatsApp for it marketing campaign. It is interesting to see the innovative approach used by DIOR. “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,”, says Arthur Poulain, DIOR’s digital innovation and strategic planning manager,

If statistics are to be believed, WhatsApp has been the medium of day-to-day communication for long now. And in 2020, more than 175 million people message a WhatsApp Business account on a daily basis. However, less than 20% of marketers use WhatsApp as a part of their marketing campaigns. And DIOR is taking efforts to capitalise on its potential.