7 WHATSAPP MARKETING CASE STUDIES SMALL BUSINESSES CAN LEARN FROM ;
1 Billion people use WhatsApp every single day
That’s one out of every seven or eight people on the planet. WhatsApp has almost same number of users as Gmail has, and they use WhatsApp more actively than they use email.
It’s interesting, however, that despite such staggering number of users that check WhatsApp every few minutes, most businesses are still leaving the money on the table and not using this as a marketing platform. Yes, WhatsApp has not yet opened its platform for businesses to directly market like they can on Facebook, but that just makes it more viable for small businesses to market on WhatsApp as there’s no advertisement and per-click cost to pay.
CASE STUDY 1: IMAGINARY BOUNCER ON WHATSAPP
When Absolut Vodka launched their Limited Edition Absolut Unique bottle collection in Argentina, using WhatsApp for marketing and promotion was the wisest choice, since more than 84% mobile users in Argentina were using WhatsApp at that time.
The company decided to host a very exclusive party to launch the edition. The catch? There were only two invitations available to the public. Anyone who wanted to win these tickets had to use WhatsApp to contact an imaginary bouncer named Sven and convince him to let them go.
CASE STUDY 2: MAYONNAISE RECIPES ON WHATSAPP
Hellmann’s, a market-leading brand of mayonnaise in Brazil, wanted to inspire people to think of mayonnaise as a cooking ingredient, not just a condiment. they decided to start the campaign called “WhatsCook” and invited visitors to their website to submit their phone numbers along with a picture of the contents of their refrigerator. They were then connected through WhatsApp with real chefs, who came up with a recipe using Hellmann’s and the other ingredients in their fridge. The chefs even taught the users how to cook the meal through pictures, videos, and other WhatsApp features.
CASE STUDY 3: LINGERIE AGENT ON CHAT
Popular High-end lingerie brand Agent Provocateur has been using WhatsApp for updating customers about latest arrivals, offers, and discounts for a while. As the service was extremely popular with customers, Agent Provocateur’s decided to launch a similar WhatsApp promotion named ‘Ménage à Trois’for all customers around Christmas season. WhatsApp users could invite a personal shopper into a group conversation with their partner to discuss what they wanted for Christmas.
CASE STUDY 4: ANTI-CORRUPTION WHATSAPP NUMBER
Realizing the ease and massive popularity of WhatsApp in India, Delhi, India police decided to create anti-corruption
WhatsApp number with the name of Anti-corruption WhatsApp helpline
and placed it in all their traditional print and outdoor messaging. All users had to do was to send in images or videos of policemen not doing their duty or taking bribes.
CASE STUDY 5:
Banco Santander Bank has created Open Bank, a WhatsApp customer service number where customers can not only chat with the bank, post queries and get their issues rectified, but also make peer to peer payments with WhatsApp.
In a test pilot done with 17000 customers, 99% of consumers found the service very useful and 98% said they would continue to use it.
CASE STUDY 6: NEWS AND ENGAGEMENT
The BBC first used WhatsApp during the 2014 Ebola crisis to update people about the virus in West Africa. As the approach received positive results, more such campaigns around the world have been launched ever since. Recently, BBC Africa launched an innovative WhatsApp series titled ‘Young, Angry and Connected’, telling the story of marginalized young Africans who are using social media and messaging apps to get their voices heard.
CASE STUDY 7: INTERACTIVE STORYTELLING VIA WHATSAPP
Popular Shoe retailer brand Clarks was one of the first brands to have done WhatsApp marketing In 2015, it rolled out an interactive storytelling campaign to promote its popular Desert Boot, using WhatsApp to connect customers with ‘key figures from subcultures of the past 65 years’. The campaign involved live-chatting with three characters with links to the Desert Boot and its place in history, taking users on a journey back to 1960s Paris, the Mod era, and the Reggae generation of Jamaica.
The campaign received an exciting response from customers, especially young generation that was the main target group. WhatsApp is being heavily used around the world and has a wrapping 70% open rate. you’re really missing out the possible profits and customer engagement if you are still not using the app in your marketing arsenal.
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