京东KA&JoyMarketing携雀巢斩获IAI大奖，开启AI明星互动营销新纪元

This article covers the core update that JD.com’s KA and JoyMarketing, in partnership with Nestlé, won the bronze award at the 26th IAI International Advertising Awards for their AI-powered celebrity interactive marketing campaign. The award marks the official entry of AI celebrity marketing into a new era of deep engagement. Key takeaways are as follows:

1. The award-winning innovation is an AI-powered celebrity interactive voice outcall campaign, launched when Nestlé announced that Minghao Hou would serve as its product recommendation ambassador. After fans enter a verified voice password, they receive a personalized callback greeting from the AI-powered version of their idol, delivering a one-of-a-kind interactive experience.

2. Following launch, the campaign drove massive organic sharing by fans across platforms including Weibo and Xiaohongshu, generating viral UGC. It delivered an outstanding final conversion rate of 6.34%, 400% above the industry average.

3. To date, JD.com’s AI interactive marketing platform has served dozens of well-known brands across multiple sectors, including Nestlé, P&G, and L’Oréal. It has reached tens of millions of fans cumulatively, and drives a 1300% higher GMV lift compared to conventional outcall marketing.

This article outlines innovative directions and actionable, deployable strategies for brand marketing in the AI era, offering high reference value for brands planning marketing upgrades. Key insights are as follows:

1. As consumer demand for interactive experiences rises, celebrity marketing has shifted from traditional one-way communication to deep engagement. Innovative interactive formats powered by AI are far more likely to drive UGC viral growth and achieve the dual goal of brand building and performance.

2. A reusable, proven full-funnel AI marketing framework can be implemented in three steps: First, accurately target existing brand customers and consumers with demonstrated interest in the celebrity, drive multi-channel traffic to the campaign landing page, and coordinate participation across all brand stores. Second, add a voice password verification step to boost engagement. Third, trigger an immediate AI celebrity callback after successful verification, and collect full-funnel data to build user asset pools.

3. This model’s effectiveness has been validated: the Nestlé case delivered a conversion rate 400% above the industry average, and brands served by the platform saw GMV increase by 1300% compared to conventional outcall campaigns, delivering significant new customer growth.

For online sellers, this article identifies a new growth opportunity in AI marketing, along with reusable methods and collaboration paths. Key takeaways are as follows:

1. In today’s fan-driven economy, AI-powered celebrity interactive marketing delivers far stronger conversion improvements than traditional marketing, making it an emerging high-growth segment well-suited for sellers with existing celebrity IP collaboration plans.

2. Sellers can access mature AI marketing services via JD.com’s JoyMarketing platform. Built on JD’s in-house developed JoyAI large language model and AI Agent technology, the platform offers end-to-end services from precise audience targeting and campaign execution to full-funnel data analytics. It has already served dozens of major brands across multiple sectors, with proven operational expertise.

3. Sellers can learn the core logic behind this format: Leverage the appeal of celebrity IP combined with AI interactivity to create a unique experience that users are willing to share organically, coordinate participation across multiple stores to amplify campaign reach, optimize strategies dynamically via data collection, and build high-quality user asset pools.

For factories building direct-to-consumer retail operations, this article outlines the new digital trend in marketing, as well as new business opportunities and upgrade paths. Key insights are as follows:

1. Today’s consumers increasingly value personalized interactive experiences, and AI-powered celebrity interactive marketing has become a proven approach to driving conversion. Factories can incorporate this type of interactive format into IP collaborations, new product launches and other projects to effectively boost product exposure and conversion rates.

2. Factories active in e-commerce do not need to develop AI marketing technology in-house. They can directly partner with established AI marketing platforms like JD.com to access the same level of AI marketing capabilities as top-tier brands, enabling low-cost digital marketing upgrades that drive new customer growth and GMV improvement.

3. This marketing model collects full user behavior data, helping factories more accurately understand target audience preferences. The insights can in turn guide adjustments to product development and design, helping factories refine their product offerings to better align with consumer market demand.

For marketing service providers, this article covers the latest trends in the AI marketing industry, along with the core pain points of brand clients and a proven solution. Key insights are as follows:

1. Industry trend: Driven by large language model technology, celebrity marketing has shifted from traditional one-way communication to deep engagement. Full-funnel AI-powered interactive marketing will be the core growth direction for marketing services going forward, with large untapped market demand.

2. Core brand client pain points: Traditional celebrity marketing relies on one-way communication, resulting in low fan engagement, poor conversion, and no ability to help brands build digital user assets. It can no longer meet modern brands’ demand for combined brand building and performance improvement.

3. A proven, replicable solution: Build a three-step interaction framework powered by large model technology, covering precise audience targeting, voice interaction verification, and automated AI callback, with full data collection to optimize strategies. This solution meets brands’ communication needs while delivering high conversion and user asset building. It has been validated to deliver over a 13-fold GMV lift.

For marketing platform operators, this article shares the successful operational experience of a leading platform and clarifies the core demands brand merchants place on marketing platforms. Key takeaways are as follows:

1. Brand merchants currently have strong demand for AI-powered precision interactive marketing. Traditional marketing services cannot meet brands’ needs for combined brand performance and digital user asset building, so platforms must accelerate technology upgrades to keep up with changing market demand.

2. Replicable operational best practices: Build an integrated AI interactive marketing solution covering precise audience targeting, celebrity interactive campaigns, and full-funnel data analytics based on in-house developed large model technology, then open the solution to brand merchants. Focusing on the niche segment of AI celebrity interactive marketing to build a standardized product has already attracted dozens of major brand partners, validating the model’s feasibility.

3. Future optimization directions: Platforms can continue upgrading technology to deliver personalized one-to-one interactions via AI Agent architecture, while enabling coordinated participation across multiple brand stores within the platform to amplify campaign reach and impact, and build a more engaging intelligent interaction bridge for brands.

For marketing industry researchers, this article shares the latest industry developments in AI marketing and a mature new business model. Key insights are as follows:

1. New industry development: Large AI model technology is reshaping the celebrity marketing industry. Traditional one-way celebrity marketing is gradually evolving toward a deep interactive model that delivers win-win outcomes for fans, celebrities and brands. AI technology has made realistic celebrity-fan interaction available as a replicable, standardized marketing solution, officially opening a new era of AI interactive marketing.

2. A mature new business model: JD.com’s JoyMarketing AI interactive marketing platform, built on in-house developed large models and AI Agent technology, provides brands with end-to-end AI marketing services and captures value by helping brands drive conversion improvements. It has established a replicable, mature business model that currently covers multiple sectors including FMCG, beauty, 3C and others, serving dozens of major brands.

3. Industrial value of the model: The model not only helps brands boost conversion and build digital user assets, but also improves celebrities’ fan stickiness and delivers a better interactive experience for fans, creating a three-way win. It serves as a representative development direction for digital upgrading of the marketing industry, with high research value.