Since the launch of WhatsApp Business and especially the official API, the solution for large companies we have witnessed an increase in innovative solutions for using WhatsApp as a communication channel.
There is no doubt that WhatsApp is on its way to becoming the preferred ecosystem for chatbots and virtual assistants despite the presence of competitors like Amazon’s Alexa, or the Google Home speaker.
If you have not had the opportunity to see examples of the real use cases of WhatsApp Business, or successful chatbots in WhatsApp here are 7 great examples to inspire you.
One of the first brands that started doing marketing on WhatsApp was the Clarks footwear brand. In 2015 the company launched a campaign to connect its clients with well-known personalities from subcultures from the past 60 years through interactive storytelling.
The goal of the campaign was to promote their popular desert boots. Clarks customers could chat with 3 personalities that were somehow related to the mentioned shoe type. These characters belonged to the Paris of the sixties, the Reggae generation from the island of Jamaica and the Mod era.
The user response was overwhelming, especially from the younger generation, which was one of the main goals of Clark’s marketing campaign. The case of Clarks is a good example of how to achieve good results using storytelling in your company’s marketing strategy in a channel like WhatsApp.
Hellmann’s, part of the Unilever group, is a leading brand of mayonnaise and sauces in many markets. Their marketing team in Brazil had the idea of inspiring people to think of mayonnaise as a cooking ingredient, not just a sauce to be used with elaborate dishes.
To achieve their goal they launched a marketing campaign called «Whatscook».
They designed a special page where visitors of Hellmann’s website had to leave their phone number along with a picture of the ingredients in their fridge.
Through WhatsApp, these users connected with chefs from different parts of Brazil who developed a recipe based on the ingredients in the picture and using Hellmann’s mayonnaise as an additional ingredient. Through audios, images, messages and videos on WhatsApp, the chefs taught the users how to prepare the recipe they had developed.
The fact that this campaign has gone viral is that chefs and kitchen wannabes could communicate in real time via WhatsApp.
The Dutch airline KLM was looking for an innovative way to send important information to its customers about the details of their trip, such as the status of their flight, delays, changes at the boarding gate etc.
As most of its customers were already using WhatsApp, the airline decided to add it as a new communication channel with their passengers.
KLM used the official WhatsApp Business API to send more than 220,000 messages during the first month of the campaign launch. This way they could offer their customers flight confirmations, or send them boarding passes directly to their mobile phone.
KLM was one of the first airlines to incorporate WhatsApp into its commercial strategy and also one of the first Facebook partners to experiment with multimedia messages which contained graphics such as barcodes, or the QR code of a boarding pass.
In the campaign which took place in August and the first 10 days of September 2019 KLM sent more than 180,000 welcome messages and more than 220,000 messages with information about the boarding gate.
88% of all gate assignments sent in the first week of September were sent with the WhatsApp Business API.
NiceHop is an innovative travel agency that offers personalized international citybreaks through WhatsApp.
To communicate with its users the agency uses a chatbot called Hoppi. This friendly frog helps users check the daily offers, or to find a citybreak based on their preferences, such as departure airport, destination, dates, or budget.
Once it has collected all this information the chatbot starts looking for the offer that best suits the indicated preferences.
The entire process of purchase and reservation takes place on WhatsApp; from sending the offer, booking the flights and the hotel to getting the boarding passes. It is like having a travel agent in your pocket that solves any questions so you do not need to waste time searching the internet.
Even though you’re talking to a chatbot the cheerful personality of Hoppi the frog makes you feel at ease.
Coca Cola is another multinational companies that has used the WhatsApp channel to optimize the sales process during a certain period. The so-called ‘Hot Sale’, 3 days of online offers in which participating companies offer discounts and exclusive promotions.
Coca-Cola Argentina aimed to provide a better customer service to reduce the payment times and the product delivery once the sale had been successfully completed.
To contact the client faster, easier and more reliably the company opted for a campaign on WhatsApp. The campaign managed to meet the goal, because it achieved a delivery rate of 99% on 4,050 messages received by WhatsApp. Delivery time was reduced by 60% and the cash payment rate was increased by 30%
Coca-Cola used the WhatsApp Business API platform to send notifications about order status, estimated delivery time, or orders with pending payments. The WhatsApp API is the ideal solution for companies that want to scale sending WhatsApp messages to their customers.
Success stories of micro enterprises
Not all the success stories of the use of WhatsApp Business correspond to large companies, which normally use the WhatsApp API solution. The mobile version is also an excellent tool for small businesses.
For example in the case of the Le Gateau pastry shop in Bangaluru, the capital of the state of Karnataka in southern India.
The founders of the pastry shop Shikha Gupta and her daughter Sonal sell personalized cakes through WhatsApp.
The customers send their requirements to the owners directly via WhatsApp. Before confirming the final order, they can discuss the flavors, or what they want the cake to look like.
The main advantage of using WhatsApp Business for the founders of Le Gateau is that speaking through the app is simple and customers can express their wishes without any problem. They receive around 50 orders a day, so quick responses are a fundamental tool to be able to reply customers on WhatsApp and still having time enough to prepare the cakes.
The Alvarado Pharmacy in Tucumán, a small province near the Andes in the northwest of Argentina, allows its users to request medications by WhatsApp.
The user only has to send the prescription via WhatsApp and the pharmacy takes care of the rest. When sending the prescription, the user specifies the payment method and will receive a confirmation from the pharmacy when they can come to pick up their prescription.
Patients with difficulties to getting around, or people who cannot visit the pharmacy during normal opening hours can request the medicines to be sent to their home. For legal reasons, the home delivery service is only available for patients with diabetes, hypertension, or breathing problems.
Both examples of the use of WhatsApp in micro enterprises can be extrapolated to other types of small businesses. If your company is not using WhatsApp yet you are missing an important potential.