Anker Indonesia launched a weeklong campaign using WhatsApp to send targeted messaging to opted – in customers for a special offer on headphones, driving high engagement and sales conversion rates.
Company Name: Anker
Industry: Consumer Electronics
Function: WhatsApp Cloud API and WhatsApp Broadcast
Platform: WhatsApp Business API
Founded in 2009, Anker is a leading electronics manufacturer in the globe and it’s product range includes phone chargers, power banks, headphones, etc.
Supercharging customer engagement at scale
Anker Indonesia looked to turn up the frequency of its digital marketing efforts to expand its reach beyond email or SMS campaigns. Seeing a low average usage of email across their Indonesian customers, the company started using WhatsApp to develop a new customer engagement channel.
Powering up automated messaging
As a leading seller of portable charging technology and audio products, Anker Indonesia is plugged into its customers’ needs, whether they’re looking for a pocket-sized charger or a red Bluetooth speaker. Known for keeping current on popular technologies, the company used WhatsApp—one of the most widely used communications channels in Indonesia—to provide customer care. However, when it came to promoting new sales and offers, the Anker Indonesia team still relied on SMS messages and email campaigns.
The Anker team observed that SMS provided limited reach with fewer options to include creative multimedia in campaigns. At the same time, email was not a prevalent channel of communication among its Indonesian customers.
From previous customer support experience on WhatsApp, they found that 90 percent of customers preferred using WhatsApp to resolve issues with products or deliveries. Powering up its digital marketing required the Anker Indonesia team to collaborate with messaging services consultancy Sanuker to develop a one-week campaign using WhatsApp as its channel to inform customers about a new flash sale on headphones. Sanuker used the newest cloud API capabilities on WhatsApp to supercharge the sales reach for Anker Indonesia.
“Using WhatsApp, we turned up the volume on our customer engagement, sending out around 300 messages per second. That translated to nearly 300,000 messages over one week,” says Ridwan Hidayat, General Manager. “Importantly, customers who were already used to communicating with us through WhatsApp were more receptive to the messages we sent. The open rates for messages in WhatsApp quickly reached over 63 percent.”
“The flexibility that WhatsApp brings as a messaging channel empowered Anker Indonesia to target its customers with the most appealing offers. During the one-week headphones campaign, add to cart rates reached over 27 percent,” says Cynthia Ng, Marketing Manager at Sanuker. “The team saw a high 6.65 percent sales conversion rate, so a significant number of customers opening messages through WhatsApp went on to purchase headphones.”
The Anker Indonesia team continues to explore broadening WhatsApp into a day-to-day messaging channel to update customers on their latest products and offerings. Encouraged by the speed and efficiency of the messaging campaign, the team is also looking to automate its WhatsApp customer care channel by further leveraging capabilities of the Cloud API, hosted by Meta.
High-powered open rates
When Anker Indonesia introduced a week-long campaign using WhatsApp as a messaging channel to promote special offers for headphones, the team saw high open rates and sales conversions.
- 63%+ message open rates in WhatsApp
- 300 messages sent per second via WhatsApp
- 27% add-to-cart rate attributable to WhatsApp
- 6.65% sales conversions with WhatsApp in one week
What customers say
“Using WhatsApp, we turned up the volume on our customer engagement, sending out 300 messages per second. That translated to nearly 300,000 messages over one week. Importantly, customers who were already used to communicating with us through WhatsApp were more receptive to the messages we sent. The open rates for messages in WhatsApp reached over 63% in a short time.”
“The flexibility that WhatsApp brings as a messaging channel empowered Anker Indonesia to target its customers with the most appealing offers. During the one-week headphones campaign, add to cart rates reached over 27%. The team saw a high 6.65% sales conversion rate, so a significant number of customers opening messages through WhatsApp went on to purchase headphones.”
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