DIOR – JISOO’S WHATSAPP ACTIVATION

CREATIVE DIRECTION – CREATIVE STRATEGY – AR INNOVATION

Challenges:
Lipstick category utterly competitive; thousands of activations featuring brand ambassadors and égéries.

Insights:
BLACKPINK’s Jisoo communities immensely active online. Forums, blogs, millions of threads about their favorite artist, never truly leveraged by brands.
Communities keen to get exclusive content; ability to share in a generous way all footprints for their networks; K-pop idols storytelling already in hyper-fragmented narrative.

The creative idea:
First-ever WhatsApp activation: Jisoo Fan-Service, relying on whispered-storytelling. A « secret » link to a private group was leaked. More than 50,000 members joined in a couple of hours. Every evening, JISOO asked which type of content the user wanted to see the day after. Videos, pictures, AR filters were then released.
It generated a massive traction and hype, as users started to screenrecord and screenshot everything.

Results:
46,054 Engaged members in the group / 1.5M messages in the platform / 271M euros EMV through press clippings only / Grand Prix Stratégies du Luxe 2022 / Best use case LVMH