Business Platform
Art di Cacao
Maximizing sales with purchase optimization for ads that click to WhatsApp
Brand
Mexico City-based chocolate maker Art di Cacao used purchase optimization for ads that click to WhatsApp to drive more purchases and more orders than its usual campaign approach.
18%
more orders from ads that click to WhatsApp using purchase optimization, compared to usual approach
56%
more purchases from ads that click to WhatsApp using purchase optimization, compared to usual approach
Their Story
The art of the perfect gift
Art di Cacao General Director Ivan C. Esparza prides himself on creating tasteful (and tasty) gifts of the highest quality. Art di Cacao gets to be part of its customers’ most important moments by giving them unique, customizable gift options for friends and family.
Their Goal
Increase sales performance
Art di Cacao tested a new feature, purchase optimization for ads that click to WhatsApp, to see if it would help the company earn more sales from its usual campaign approach of ads that click to WhatsApp optimized for conversations.
Their Solution
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Reaching likely customers
Art di Cacao already used ads that click to WhatsApp to reach customers in and around Mexico City. Previously, these ads could only be optimized for delivery to people most likely to start a conversation with the company. When the team learned that ads that click to WhatsApp could be optimized for delivery to people most likely to make a purchase, it decided to test the new approach to see if it could help the business increase sales from its campaigns.
“Ads that click to WhatsApp are a great way to build trust with our customers before they make a purchase. We’ve found that direct contact helps us better understand our customers’ needs and offer them the best solutions.”
Ivan C. Esparza
General Director, Art di Cacao
Art di Cacao created a campaign of video ads that click to WhatsApp to showcase the business’ delectable creations. Each ad featured a clear call to action (“Contact Art di Cacao”) alongside a WhatsApp button. After clicking the button, audiences were directed to a WhatsApp conversation with the company, where they could ask questions and place an order with an employee. Since Art di Cacao selected Advantage+ Placements, Meta’s delivery system was able to increase exposure by delivering the ads in video and Stories formats across all available placements on Facebook and Instagram. Ads were targeted to adults in the Mexico City metro region.
Their Success
Art di Cacao ran an A/B test in Ads Manager (May 2-15, 2024) comparing its usual campaign approach of ads that click to WhatsApp optimized for conversations against the new approach of ads that click to WhatsApp optimized for purchases, and found that adding purchase optimization resulted in more orders and purchases from conversations started in WhatsApp after clicking an ad:
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Better sales performance
- 18% more orders from ads that click to WhatsApp using purchase optimization, compared to usual approach
- 56% more purchases from ads that click to WhatsApp using purchase optimization, compared to usual approach
Get started with a partner
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