Empowering SMBs in India Through Click-to-WhatsApp Campaign
Market behavior in India has shifted towards digital platforms, especially WhatsApp, during the pandemic. Dell initiated a Click-to-WhatsApp campaign to enhance lead generation and provide product assistance to SMBs. The strategy focused on humanizing the customer journey by offering instant support via WhatsApp, improving customer satisfaction and driving conversions.
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Click to WhatsApp Campaign Empowering SMBs in India
Context Market behaviour has undergone a massive shift during the pandemic with some changes set to stay for a considerable amount of time. While in the pre-pandemic phase, the audience was adopting to digital but still largely inclined towards offline modes for their content consumption and purchases, the pandemic thrust people into the digital wave and a rapid change in their behaviour was noted. In these times of isolation, WhatsApp became one of the biggest social media apps in the country. According to the Global Web Index, currently the market penetration of WhatsApp is 70% in India with a user base of a whopping 400 million people. Dell identified WhatsApp as a befitting tool and aligned a campaign for the benefit of its existing customers along with potential audience.
Challenge The central focus of the Click to WhatsApp campaign was to increase lead generation and create conversations on Dell s official WhatsApp account for increasing product assistance to enable SB audience to make the best choice. The main challenge in this scenario was to first drive the customer towards the WhatsApp channel and then to acclimatize them to the virtual assistance mode. Additionally, understanding the exact source of the traffic and the line-of-business the user chooses to purchase was also challenging.
Insight Click to WhatsApp campaign was aimed at providing a human touch to the customer journey since the major focus here was lead generation and providing the SB audience with the needed support in making the right purchase. The biggest insight that led to the conceptualisation of this campaign and strategy was that at present no OEM website provides a readily available price comparison that leads the consumers to explore other sites. This usually creates an unfavourable consequence of the consumer either making the purchase on another site or an added cost to bring the customer back to the platform. It was also observed that in a call-based support mechanism, there was an overall wait time of approximately 3-4 minutes just to get in touch with a service representative which hampered the quality of service and customer satisfaction.
Strategy The C2W campaign was designed keeping in mind the convenience of the customers. The idea was to retarget consumers who had added the product to the cart via Facebook ads and then redirecting them to WhatsApp to provide them with instant assistance in completing their purchase journey. The biggest advantage here was that the query raised by the customer gets filtered down and customer is assisted on the exact requirement. Moreover, it was noted that optimising the campaign from generating clicks to creating conversations built up more traction and brought in incremental queries on the WhatsApp account.
Campaign Execution The campaign was primarily a lead generation campaign run on Facebook where once the user clicks on the ad, he/she gets redirected to WhatsApp for an interactive support on WhatsApp to choose the right product/ resolve queries or getting a post-sale service done.
Impact & result The C2W campaign received a tremendous response and was widely accepted by the SB audience as it directly addressed a key concern of this TG which was personalised support at the tap of a few buttons There were nearly 60 unique WhatsApp chats recorded each day under this campaign with an 18% conversion rate being recorded by the brand There has also been a staggering Quarter-on-Quarter growth in key metrics such as queries growing by 28% while revenue saw an uptick by 42% The Unit Sales also grew by 40% leading to an increase in Revenue per customer by a whopping 91
