![]() Similar messaging apps in Asia such as WeChat, Line and KakaoTalk, have already seen widespread adoption by brands. This has been to the chagrin of WhatsApp founder Neeraj Arora, who has complained publicly on Twitter that when Facebook purchased the app for $22 billion, it had promised “ no ads ” on the platform. In addition, commercial activities have also increased on WhatsApp, as Meta added e-commerce capabilities last year after launching its WhatsApp for Business platform in 2019. Recently, WhatsApp owner Meta, formerly Facebook, has been on a marketing push to increase adoption in the U.S. ![]() WhatsApp has an estimated 2 billion users worldwide and functions as a utility for people in many parts of the world that utilize it as a main form of communication. ![]() Presented in English along with videos by Jisoo in Korean with English subtitles, the campaign was aimed at a global audience and geared toward the ages of 13-34, representing the main age group among Jisoo fans. ![]() Participation was in the tens of thousands, according to the brand, although the exact number was not released. “WhatsApp marketing, or messenger app marketing, is going to be part of the normal marketing mix in the midterm, as it regroups the best of tech, the best of conversational marketing and the best of community-driven approaches,” said Arthur Poulain, Dior’s digital innovation and strategic planning manager.ĭior’s first WhatsApp campaign was accessible to consumers via the brand’s Instagram Stories, where Jisoo invited users to join her “exclusive WhatsApp group.” The WhatsApp group reached capacity on the first day, and users interacted with the chatbot an average of 18 times each. While typical WhatsApp groups are capped at 512 members, Dior’s brand campaign had a higher limit because it was created through WhatsApp for Business. ![]()
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