Empowering SMBs in India Through Click-to-WhatsApp Campaign
Click to WhatsApp Campaign
Empowering SMBs in India
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.
Context
•
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.
Challenge
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.
Insight
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
where once the user
clicks on the ad, he/she gets redirected to
for an interactive support on WhatsApp to choose the
right product/ resolve queries or getting a post-sale
service done.
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
Impact & result
Dell C2W
Campaign
User journey
continues
from
towards Dell’s
Website
Thank you
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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Presentation Transcript
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
