{"id":5313,"date":"2020-07-13T12:00:48","date_gmt":"2020-07-13T17:00:48","guid":{"rendered":"http:\/\/www.icesi.edu.co\/marketingzone\/?p=5313"},"modified":"2020-07-13T11:06:47","modified_gmt":"2020-07-13T16:06:47","slug":"como-dior-incremento-sus-ventas-gracias-a-un-festival-de-belleza-virtual","status":"publish","type":"post","link":"https:\/\/www.icesi.edu.co\/marketingzone\/como-dior-incremento-sus-ventas-gracias-a-un-festival-de-belleza-virtual\/","title":{"rendered":"C\u00f3mo Dior increment\u00f3 sus ventas gracias a un festival de belleza virtual"},"content":{"rendered":"<p>&nbsp;<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5315 aligncenter\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/descarga-300x83.png\" alt=\"\" width=\"600\" height=\"166\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/descarga-300x83.png 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/descarga.png 426w\" sizes=\"auto, (max-width: 600px) 100vw, 600px\" \/><\/p>\n<div class=\"section-container\">\n<div class=\"main-content-left\"><main id=\"bodyDetail\" class=\"article-body\">La imposibilidad de poder conectar con el consumidor en el espacio f\u00edsico y las limitaciones que suponen las medidas de seguridad sanitarias, han propiciado que se pongan en marcha iniciativas digitales pioneras que, a su vez, tengan un impacto directo en aspectos como las ventas, el\u00a0<em>engagement<\/em>\u00a0o el reconocimiento de marca. \u00a0Tal es el caso del \u00faltimo evento desarrollado por\u00a0<strong>Wildbytes para la gama de maquillaje Dior Backstage de Dior<\/strong>. Se trat\u00f3 de un festival de belleza con un potente desarrollo tecnol\u00f3gico, donde se dieron cita casi 10.000 personas de 59 pa\u00edses para descubrir las \u00faltimas novedades de la firma de cosm\u00e9tica y participar en diferentes talleres. Tal fue el \u00e9xito de este evento, pionero en Europa, que<strong>\u00a0las ventas fueron un 633% superiores respecto a los mismos d\u00edas (pre-post evento) del a\u00f1o pasado, seg\u00fan un comunicado de Wildbytes.<\/strong><\/p>\n<p>Al m\u00e1s puro estilo de los festivales, las diferentes sesiones, retos gamificados y tutoriales centrados en la belleza de la era post COVID-19 (por ejemplo, c\u00f3mo potenciar la mirada al llevar mascarilla) se iban activando para que los asistentes pudieran ir entrando en las salas que contaron con la participaci\u00f3n del international\u00a0<em>make up artist<\/em>\u00a0de Dior, Junior Cede\u00f1o y las\u00a0<em>influencers<\/em>\u00a0Gigi Vives, Laura Escanes, Teresa Andr\u00e9s y Marta Lozano, entre otras.<\/p>\n<p>Con el objetivo de fomentar el\u00a0<em>cross-selling<\/em>\u00a0-gracias a una herramienta denominada<em>\u00a0live streaming shopping<\/em>\u00a0desarrollada por Wildbytes- los\u00a0<strong>asistentes tuvieron la posibilidad de adquirir previamente los\u00a0<em>packs<\/em>\u00a0de maquillaje de Dior Backstage que se iban a utilizar en las sesiones<\/strong>, para poder seguir en directo el tutorial y probar los productos a la vez que se realizaba el\u00a0<em>streaming<\/em>. Los productos tambi\u00e9n se pod\u00edan adquirir posteriormente, para aprovechar la conversi\u00f3n de los que estuvieran interesados en ellos tras asistir a la sesi\u00f3n.<\/p>\n<p>Adem\u00f1as, los participantes pod\u00edan pasar por el\u00a0<em>photocall<\/em> virtual para crear su pase VIP, gracias a los fondos de Dior Backstage, y visualizar en tiempo real todas las fotograf\u00edas de los asistentes. Asimismo, en cada sesi\u00f3n los usuarios pudieron participar de manera activa realizando preguntas a los protagonistas a trav\u00e9s de un chat.\u00a0<strong>se celebr\u00f3 una Zoom Party con el reconocido DJ Luc Loren<\/strong>, en el cual los participantes ten\u00edan su momento de protagonismo a trav\u00e9s de la c\u00e1mara aleatoria que les conectaba en su casa disfrutando de la fiesta, y a los que se pod\u00edan a\u00f1adir fondos virtuales de Dior Backstage para darle un toque m\u00e1s personal.<\/p>\n<p>Seg\u00fan Wildbytes, gracias los eventos virtuales se estima que casi un 10% de los asistentes puedan convertirse en ventas directas, siendo estos adem\u00e1s sustancialmente m\u00e1s econ\u00f3micos que eventos f\u00edsicos similares.<\/p>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-5316 aligncenter\" src=\"http:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/Captura-300x122.png\" alt=\"\" width=\"548\" height=\"223\" srcset=\"https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/Captura-300x122.png 300w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/Captura-768x313.png 768w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/Captura-1024x417.png 1024w, https:\/\/www.icesi.edu.co\/marketingzone\/wp-content\/uploads\/2020\/07\/Captura.png 1346w\" sizes=\"auto, (max-width: 548px) 100vw, 548px\" \/><\/p>\n<p><a href=\"https:\/\/www.marketingnews.es\/marcas\/noticia\/1160926054305\/dior-incremento-ventas-gracias-festival-de-belleza-virtual.1.html\">Fuente: https:\/\/www.marketingnews.es\/marcas\/noticia\/1160926054305\/dior-incremento-ventas-gracias-festival-de-belleza-virtual.1.html<\/a><\/p>\n<p><\/main><\/div>\n<\/div>\n","protected":false},"excerpt":{"rendered":"<p>&nbsp; La imposibilidad de poder conectar con el consumidor en el espacio f\u00edsico y las limitaciones que suponen las medidas de seguridad sanitarias, han propiciado que se pongan en marcha iniciativas digitales pioneras que, a su vez, tengan un impacto directo en aspectos como las ventas, el\u00a0engagement\u00a0o el reconocimiento de marca. \u00a0Tal es el caso [&hellip;]<\/p>\n","protected":false},"author":48,"featured_media":5314,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[58],"tags":[127,128],"class_list":["post-5313","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-panorama","tag-atencion","tag-destacado"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>C\u00f3mo Dior increment\u00f3 sus ventas gracias a un festival de belleza virtual | Marketing Zone Icesi<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.icesi.edu.co\/marketingzone\/como-dior-incremento-sus-ventas-gracias-a-un-festival-de-belleza-virtual\/\" \/>\n<meta property=\"og:locale\" content=\"es_ES\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"C\u00f3mo Dior increment\u00f3 sus ventas gracias a un festival de belleza virtual | Marketing Zone Icesi\" \/>\n<meta property=\"og:description\" content=\"&nbsp; La imposibilidad de poder conectar con el consumidor en el espacio f\u00edsico y las limitaciones que suponen las medidas de seguridad sanitarias, han propiciado que se pongan en marcha iniciativas digitales pioneras que, a su vez, tengan un impacto directo en aspectos como las ventas, el\u00a0engagement\u00a0o el reconocimiento de marca. \u00a0Tal es el caso [&hellip;]\" \/>\n<meta property=\"og:url\" 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