As an industry first, Revlon Professional UK has launched a brand update and industry alert service on messaging app WhatsApp, in its first campaign led by creative agency Cult Ldn.
Leveraging WhatsApp's Broadcast List functionality, the initiative aims to establish the most creative and collaborative network of hair professionals by delivering bitesize brand updates, industry alerts and interactive challenges direct to users' fingertips via the messaging app.
With email fatigue reaching an all-time high, WhatsApp provides an innovative platform through which to engage salon owners and stylists on a 1-2-1 basis via their mobile device, which they access throughout the working day.
Cult Ldn co-founder Bridey Lipscombe, believes Broadcast will help bring hair professionals and their partners together to educate one another, stating that “Broadcast is to drive collaborative learning with Revlon Professionals, so they remain nimble and reactive in their industry and their work and it will allow Revlon Professional to develop personal relationships and maintain transparency through collaborations.”
Subscribers to the service can expect unique content from brand ambassadors, trend reports and industry insights, early bird access to product launch and event information, tutorials and how-tos, salon news and updates alongside monthly community competitions.
Lipscombe adds: “Revlon UK and Ireland salons host a huge creative network of professionals, most of whom spend their day creating on the salon floor. The Revlon WhatsApp broadcast allows us to share breaking news, products, trends and opportunities for the professionals to showcase their creativity instantly with them as they work.
“The professionals are also able to provide us with their feedback and creative recommendations via WhatsApp enabling us to better support and work with this network in a seamless manner. The service a first for this industry Globally and will evolve over the year to ensure it continues to add more value to our creative network of salon professionals.”
They will be hosting their next insight event, ‘Artificial intelligence vs emotional intelligence’ on 24 May.