With a mission to promote eco-conscious living and inspire the creation of a more environmentally-safe culture, India's first natural home-care brand, Beco, created a digital IP of Dia Mirza, with Rephrase.ai and devised real-time campaigns with WebEngage. Dia Mirza also represents as a brand ambassador and investor at Beco. By implementing artificial intelligence, Beco let customers experience real-time, personalized messages and helps in building a community for them.
With this launch, innovative AI is the stepping stone to an ever-evolving shift in Beco’s marketing strategies. Beco has incorporated an innovative way to interact with customers where every time a customer receives their order or abandons their shopping cart on the website, they receive a video message from Dia Mirza on their Whatsapp. By integrating Dia's Digital IP created by Rephrase.ai, into its service, and leveraging WebEngage to send real-time video updates to customers, team Beco personalized each customer’s journey, while encouraging them to complete the transaction, thereby resulting in increased conversion rates. In order to make the experience more memorable, every customer who receives their order receives a “Welcome Message” from Dia Mirza after the order has been delivered.
"In my role as a climate warrior, I dream to create a better future for my son and daughter and for the future generations. To achieve this, I've partnered with Beco to co-create their vision of a clean and healthy world. Using technology to expand this mission can help us bring more like-minded individuals to the movement and make our planet healthier and greener. I'm looking forward to working together with Rephrase and using AI for greater impact," says Dia Mirza, Brand Ambassador & Investor, Beco.
By offering unique, sustainable solutions, Beco offers consumers to incorporate natural methods into their homes while protecting the environment. Today, marketing and technology are emerging as complementary disciplines whose convergence offers a wealth of benefits and business opportunities for improving customer journeys and experiences online.
Through the use of generative AI technology, Rephrase.ai creates a digital representation of Dia Mirza, Beco's brand ambassador. As part of the project, the team created an avatar that involved the creation of a video and audio clone of a person and an IP that was attached to that avatar. By using the text-to-video capabilities of AI messaging, the video and audio clones are combined to generate an individualised message. This gives way to new means of engaging with celebrities and audiences, in which the celebrity is not just a part of the advertisement, but is also a crucial part of the customer journey. Using the digital avatar, Beco can now offer Dia Mirza's avatar-based messages without her having to set aside the time for a full day of shooting.
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