This festive period, we have partnered with Agent Provocateur to launch the world’s first WhatsApp Ménage à Trois as part of their Christmas campaign, Naughty or Nice.

The campaign focuses on women and their duality, and will guide them to their naughty or nice side to help them get what they want for Christmas!

Agent Provocateur are 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.

Naughty or Nice content showed women they could be what they wanted when they wanted and that AP had the perfect products for them as individuals – first with mobile first innovative campaign video all the way to the worlds first WhatsApp Ménage à Trois with women, their partners and AP agents.

The initiative 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. Crucial to our approach, was to ensure the content suggested led consumers to both in store and online.

With 1.6 billion people using their mobile devices to shop online globally, and a predicted 56% choosing mobile to purchase presents in the run up to Christmas, it was a natural decision for AP to launch their biggest campaign on WhatsApp.

We used a 360 approach to involving press; reaching out to nationals, consumer, trade and social influencers. The WhatsApp was exclusively open to press on Thursday night last week, and we have had an incredible response already; including coverage from The Huffington Post, Retail Week and the Sun.

This is our first campaign with Agent Provocateur and we are absolutely delighted to have been part of their most innovative Christmas campaign yet!