Introduction

WhatsApp is arguably the most popular messaging platform in India.  Connecting with people on this app is far more cost-effective than other marketing methods, which explains why many businesses plan to launch their marketing campaigns here. 

The only problem: it's not as simple as it may seem. Let's examine a successful WhatsApp marketing sample and see what you can learn from it.

Successful WhatsApp Marketing Sample In India: 5 Case Studies

1. BigBasket And "Weekly Deals And Recipes"

As one of the leading online grocery stores, BigBasket has created an impressive community buzz during the launch of its viral WhatsApp campaign, "Weekly Deals And Recipes."

The brand establishes a WhatsApp group specifically for subscribers to foster a stronger sense of community. 

Exclusive coupon codes and weekly deals are shared within the group regularly, which provides a very straightforward value proposition for anyone joining the group: members get first dibs on special offers not available to the general public. As a result, its users are much more motivated to check the group regularly.

Bigbasket incorporates pictures and short recipe videos into its messages to further engage its users. This clever strategy subtly promotes the company's product selection while highlighting the convenience of having all the ingredients in one place - far more efficient than simply listing out products! 

2. Lenskart And Personalised Recommendations For Festive Season

Competition in the retail space always heats up during India's festive season. Yet, the renowned eyewear retailer Lenskart took a unique approach to stand out from the race with a targeted WhatsApp marketing campaign. 

Lenskart never resorted to generic message blasting like other brands. Instead, it employed customer data for message personalization, leveraging browsing history and past purchases to recommend stylish eyeglasses that matched customers' preferences. 

The festive spirit is not forgotten, either; Lenskart knew how to weave seasonal joy into its marketing strategy using warm greetings and festive imagery. People naturally started associating the brand with celebratory moods, boosting the brand's public image during and even after the campaign. 

And that's not all. In response to customers' increasing need for immediate staff support, Lenskart proffered virtual consultation sessions with expert opticians via video calls on WhatsApp. Customers get excellent advice on eyewear purchases from the comfort of their own homes, which not only saves them time and effort but also strengthens their trust in the company.

3. Zomato and Interactive Polls

Weekends are prime time for food delivery, and Zomato (India's food delivery application) knows how to turn up the volume of orders with its explosive "Friday Night Foodies" WhatsApp campaign. 

Zomato never overwhelms individual users with a constant stream of messages. Instead, it utilises a special broadcast list for subscribers, easily sending targeted messages while still maintaining a clean and user-friendly experience.

The best part: the campaign leverages interactive polls sent out weekly via WhatsApp. These polls tap into the heart of the matter: What are users craving for their upcoming weekend feast? Based on popular trends, Zomato might offer options like burgers, pizza, spicy food, and more.

Once the votes are in, Zomato curates special food offers and introduces restaurants excelling in these specific cuisines. Humans like to jump on the bandwagon, and Zomato cleverly takes advantage of that to encourage its users to order from restaurants favoured by the majority.

4. Flipkart and Chatbot

Flipkart created a one-of-a-kind chatbot featuring actor Amitabh Bachchan (Image source: Pxhere). 

Flipkart is one of the first e-commerce platforms in India to combine a celebrity chatbot with engaging multimedia content. 

Specifically, they created a one-of-a-kind chatbot featuring Amitabh Bachchan, the legendary Bollywood actor. Users can interact with the bot anytime and anywhere to ask questions about sales, deals browsing, personalised recommendations, etc. 

This strategy adds a fun, surprising twist to the shopping experience and easily sets Flipkart apart from the competition!

Like any big brand, Flipkart understood that engagement is key. That's why the campaign went beyond just text and kept users hooked with various media formats: colourful images for sales items, short videos highlighting top deals, and even strategic use of emojis!

After the campaign, the results spoke for themselves: Flipkart saw an unprecedented boost in both its sales and average website traffic. 

5. Saffola And Chatty Assistant

Like Flipkart, the centre of Saffola's campaign was a custom chatbot accessible through WhatsApp. 

This virtual buddy became a trusted companion in the fight against unhealthy cravings. For instance, when customers feel a pang for greasy chips, a quick message to the Saffola chatbot could bring up a fun game to distract them or suggest a delicious, healthier recipe using Saffola's new snack line.

This interactive format created a personal connection with health-conscious consumers and served as a friendly, supportive voice in fleeting moments of temptation. Needless to say, the campaign turned out to be a smash hit: it not only created a huge buzz around Saffola's new snacks but also solidified its image as a company that actually cares about customer health.

Steps to Launch A WhatsApp Marketing Campaign

Step 1. Create A WhatsApp API Acc

You'll receive an API key that lets you connect your chosen third-party messaging platform (Image source: Flickr). 

First, you'll need a dedicated phone number for your business, which can be a new number or one you can port from another service. Remember, this number will be used for WhatsApp communication rather than voice calls.

For your information, WhatsApp integrates with Facebook Business Manager, a central hub for managing your business presence across Facebook and Instagram. Hence, after submitting your verification documents (complying with WhatsApp's Commerce Policy), you can link these platforms to streamline the approval process.

Once approved, you'll receive an API key. This unique code lets you connect your chosen third-party messaging platform (e.g., virtual call centre StringeeX with a chatbot builder) to your WhatsApp Business API account.

Step 2. Collect Customer Contacts

Since WhatsApp prioritises user privacy, forceful tactics are out of the question; you need users to explicitly opt-in to receive your messages via clear consent. Here are some effective methods to capture opt-ins: 

• Include clear opt-in forms on your website and dedicated landing pages promoting your WhatsApp campaign. Don't forget to highlight the benefits of subscribing, like exclusive deals or healthy recipe tips (refer to Saffola's campaign above for more information!).
• Promote your WhatsApp channel across social media platforms using features like Instagram story swipe-up links or Facebook Messenger CTAs.
• If your brand has a physical presence, consider using signage, posters, or even QR codes displayed at checkout counters or on product packaging. These codes can lead users directly to your opt-in form.
• Reach out to your existing customer base via email or SMS marketing (with proper consent, of course!). Offer them the option to opt-in for updates and promotions on WhatsApp.

Step 3. Plan The Content Of Your Campaign

Think about who you're trying to reach (Image source: Inkforall). 

Now that you have the technical foundation and a growing audience, it's time to craft the heart of your campaign: the content! 

First, revisit your overall campaign goals. Are you aiming to drive sales, build brand awareness, or foster customer loyalty? 

Think about who you're trying to reach, too. What are their interests and pain points? Answer this question and tailor your content to those needs. For example, Saffola's campaign targeted health-conscious individuals struggling with cravings, so their content offered solutions and moral support that aligned perfectly with the audience's preferences.

Most importantly, do not bombard your audience with just sales pitches. Always mix things up! Some ideas to keep in mind: 

• Share healthy recipe ideas using your products, quick workout routines, or nutritional advice.
• Provide special discounts or early access to new products for your WhatsApp subscribers.
• Engage your audience with fun and informative polls or quizzes 
• Offer a glimpse into your brand story, employee spotlights, or even sneak peeks at upcoming product launches.
• Sometimes, a simple birthday wish or a congratulatory message for achieving a specific goal shows you care about your customers as individuals.

Step 4. Broadcast And Monitor The Campaign

Unlike traditional group chats, WhatsApp broadcasts allow you to send messages to a large number of users individually. That does not mean you should bombard your audience, however. Always schedule messages strategically for optimal engagement! 

We suggest sending them during non-peak hours when users are more likely to be receptive. For a more targeted approach, segment your contact list based on demographics or interests. 

During and after the campaign, make sure your team tracks down the campaign's performance using key metrics. Some examples:

• What percentage of users opened your broadcasts?
• How many users click on the links included in your messages?
• How many users respond to the broadcasts? (e.g., asking questions, requesting feedback, initiating further conversation about your products, etc.).

Common Mistakes To Avoid For Your WhatsApp Marketing Campaigns

Being Unresponsive

WhatsApp is a two-way street, so don't treat it as a one-way broadcasting tool. Be prepared to respond to inquiries, answer questions, and engage in conversations to show you really care about your customers' needs.

Inconsistent Branding

The brand voice must be consistent across all platforms (Image source: Flickr). 

Always maintain a unified brand voice and tone across all your WhatsApp interactions, whether it's the content of your messages, the visuals you use, or even your response style. This consistency builds trust and keeps unnecessary confusion at bay.

Offering Little Value

People are already bombarded with marketing messages every day. Hence, offering real value is the only way to stand out from the crowd. You should upload informative content, exclusive offers, helpful tips, or anything that can make at least one difference in their lives.

Conclusion

Running a successful campaign definitely requires lots of research. But hopefully, our WhatsApp marketing sample and tips will ease some of your pressure. Feel free to reach out if you need any assistance!