Topic: Digital experience, luxury marketing, data, creativity, Whatsapp, messenger apps, Jisoo
Interview
Media: Glossy
“The WhatsApp platform offers a tremendous opportunity to build the next storytelling frontier,” said Laurent François, managing partner at 180 Luxe, the digital marketing firm that worked with Dior on the campaign. While public-facing social media platforms like Instagram have become “overcrowded” with brands, the 1:1 messaging experiences provide “a narrowed-down perspective, around one key affinity, for one kind of community of interest,” François said.
Enthusiastic fans shared news of the Dior Jisoo campaign on social media. The brand “observed thousands of memes, screen records and conversations” featuring the campaign beyond WhatsApp, said François.”
