Business Platform
Analu Ballestero
Turning conversations into opportunities with ads that click to WhatsApp
Brand
The custom clothing and accessory manufacturer ran an A/B test to compare how increasing its campaign budget could improve the performance of its ads that click to WhatsApp and thereby increase awareness, engagement and demand for its products.
57%
more messaging conversations started from campaign with a higher budget*
69%
more link clicks from campaign with a higher budget*
2X
more unique people reached from campaign with a higher budget*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Their Story
Personalized accessories
Analu Ballestero - Brasil Feito a Mão (Brazil Handmade) creates personalized clothing and accessories: slippers, bags, mugs, shirts and more. In 2004, the company began making and selling customized products for weddings, birthdays and other special events. Owner and founder Analu works with seamstresses and suppliers to source materials, make products, and sell them across Brazil using Facebook, Instagram, WhatsApp and an online store.
Their Goal
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Attracting customers with conversation
Analu Ballestero wanted to reach more people across Brazil and make potential customers feel confident about completing a purchase, all while providing a personalized consultation service.
Their Solution
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From conversation to sale
Analu Ballestero uses Instagram as a digital storefront and communicates with many customers via Instagram Direct. Her company also uses the WhatsApp Business app to showcase products and have personal conversations with customers. To stay organized and help with order fulfillment, the business uses labels in the WhatsApp Business app to tag customer conversations by location, previous purchases and order status.
Analu Ballestero had used ads to drive sales before, but these campaigns sent customers directly to her website, where they often left without completing a purchase. Knowing her customer base well, Analu hypothesized that people were less inclined to make a purchase unless they could first get answers to specific questions about customizing and personalizing their product. So she decided to try ads that click to WhatsApp.
“Ads that click to WhatsApp helped me learn more about my business and my audience, giving me insight into the types of creative assets that my audience respond to best. When a customer comes to WhatsApp Business from an ad, it is much easier to close sales because WhatsApp humanizes my services, bringing customers closer to my business.”
Analu Ballestero
Owner, Analu Ballestero - Brasil Feito a Mão
When Analu started running ads that click to WhatsApp in October 2021, she immediately saw sales. The ads enabled her to meet people where they were, answer their questions and make personal recommendations for product customization—which all helped to build trust. The ads also helped her gain valuable insights about her audience, such as specific product preferences and changing market trends.
Analu hoped that by increasing the budget for her ads that click to WhatsApp, she could build on her initial success to reach even more people, encourage them to ask product questions, and therefore close more sales. She set up a two-week A/B test in August 13–27, 2022 to compare two campaigns, which were identical except that one had a larger budget. The study found that the campaign with the larger budget reached more people and drove more messaging conversations than the other campaign.
Their Success
Instant returns
Analu Ballestero has found that using ads that click to WhatsApp, the WhatsApp Business app and Instagram has given her business a competitive advantage by allowing her to communicate directly with her customers in the platform they prefer. In addition, the two-week A/B test in Ads Manager revealed:
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- 57% more messaging conversations started from campaign with higher budget*
- 69% more link clicks from campaign with higher budget*
- 2X more unique people reached from campaign with higher budget*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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