DGCRANE Success Story

Generating cross-border leads and sales with WhatsApp marketing messages

Name: DGCRANE
Industry: Industrial manufacturing (overhead cranes and lifting equipment)
Function: Cross-border eCommerce & Sales
Platform: WhatsApp

DGCRANE is a China-based overhead crane manufacturer that serves customers in global industrial and construction markets. As enquiries increased from different regions, the team needed a simple, reliable way to capture leads, respond quickly, and keep conversations organised across markets and channels.

5.2X

higher conversion rate compared to email marketing

6.7X

higher response rate compared to email marketing

2.2X

better cost-value efficiency for qualified leads compared to other digital ads

3.4X

more conversions with WhatsApp web plug-in compared to a regular website plug-in

Name: DGCRANE
Industry: Industrial manufacturing (overhead cranes and lifting equipment)
Function: Cross-border eCommerce & Sales
Platform: WhatsApp

The Challenge

Email-heavy, form-based journeys were too slow for global buyers

Before WhatsApp, DGCRANE relied strongly on digital ads to generate leads and sending email marketing newsletter to follow up.

DGCRANE needed a way to meet buyers where they already spend their time, reduce friction from the first click to the final quote, and gain better insight into which channels really drive results.

The Solution

WhatsApp-first funnel with click-to-WhatsApp ads and marketing messages

To transform its acquisition and lead-nurturing journeys, DGCRANE worked with Sanuker to design a WhatsApp-first strategy powered by WOZTELL and the WhatsApp Business Platform (API).

Key components of the new journey include:

1. Ads that click to WhatsApp

Meta ads on Facebook and Instagram invite potential buyers to “Message on WhatsApp” instead of filling in a web form.
When a prospect taps the ad, a WhatsApp automated chat with DGCRANE opens immediately, capturing interest at the peak moment of intent.

2. WhatsApp marketing messages

DGCRANE sends targeted, permission-based marketing messages on WhatsApp to follow up with interested contacts, based on specific needs.

3. WhatsApp web plug-in on the website

A WhatsApp “chat with us” plug-in is added to the DGCRANE website, allowing visitors to start a conversation directly from product or solutions pages.

With this setup, DGCRANE moves from email to interactive, instant, two-way conversations on WhatsApp, while still maintaining structure and traceability on the backend.

The Results

Higher engagement, lower lead cost, and more conversions via WhatsApp

After rolling out WhatsApp marketing messages combined with ads that click to WhatsApp and a WhatsApp web plug-in, DGCRANE recorded strong performance lifts compared to its previous channels.

5.2X higher conversion rate compared to email campaigns (eDM), as more prospects completed key actions from the WhatsApp journey.
6.7X higher response rate compared to email, showing that industrial buyers are far more likely to engage in WhatsApp than reply to newsletters.
2.2X improvement in cost-value efficiency for qualified leads versus other channels, meaning better lead quality for every dollar spent.
3.4X more conversions generated by the WhatsApp web plug-in compared to a regular website plug-in.

These results confirm that moving conversations to WhatsApp helps DGCRANE reach global buyers faster, keep discussions active, and ultimately convert more enquiries into real projects.

DGCRANE’s WhatsApp success story is featured on the official Meta for Business case study page, highlighting how WhatsApp marketing messages and click-to-WhatsApp ads can drive measurable growth for industrial B2B brands. You can read the original Meta case study here.