The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Agent Provocateur Marketing WhatsApp

Agent Provocateur launch WhatsApp Ménage à Trois with the help of Cult Ldn


By Naomi Taylor, Client Services Manager

December 6, 2016 | 3 min read

Agent Provocateur has launched the world's first WhatsApp Ménage à Trois as part of its Christmas campaign 'Naughty or Nice'. The campaign, created by digital agency Cult Ldn, involves a dual-sided interactive video which focuses on women and their duality, and seeks to guide them to their 'naughty or nice side'.

Agent Provocateur is encouraging every woman to explore her naughty or nice side with the WhatsApp Ménage à Trois, inviting them and their partner to interact with an AP Agent who will partake in a conversation to help uncover their Christmas wish list and suggest accordant items from the Agent Provocateur Christmas collection to suit their personality.

Agent Provocateur Ménage a Trois

The initiative, developed collaboratively with creative agency Cult Ldn, takes a revolutionary step into using the messaging platform to drive a campaign, taking advantage of the group chat function on WhatsApp to provide a personal shopping and recommendation-based service.

Steven Collings, account manager at Cult Ldn spoke about the effectiveness of WhatsApp in these engagement campaigns: “WhatsApp was a natural channel to consider for Agent Provocateur and their consumer for many reasons firstly - 1.6 billion people using their mobile devices to shop online globally, and a predicted 56% choose mobile to purchase presents in the run up to Christmas. Historically Agent Provocateur shop girls have been using WhatsApp as a customer service tool but has not been publicised until now. WhatsApp is the most nimble platform which is being used by one billion people currently worldwide - it doesn't waste any time - it's quick, simple and easy.”

The 'Naughty or Nice' campaign will be represented throughout the business from the brand website and social media to in-store. To join the Ménage à Trois, add the number 07916969690 and The AP Agent will be available to chat with you and your partner between 6 and 9 Dec from 6 to 8pm; on 10 Dec between 10am to 12pm; between 13 to 16 Dec during the hours of 6 to 8pm and on 17 Dec from 10am to 12pm.

Cult Ldn are a digital communications agency based in London. They recently launched the 'Naughty or Nice' campaign with Agent Provocateur and a bespoke Christmas campaign for Frankie and Benny's.

Agent Provocateur Marketing WhatsApp

Content created with:


Cult's ideas and insight take some of the world’s biggest beauty, fashion, luxury and wellness brands beyond their comfort zone to drive tangible business value....

Find out more

More from Agent Provocateur

View all


Industry insights

View all
Add your own content +