Brand
Small business owner Jenniffer Martins used ads that click to WhatsApp to expand her cosmetics and hair care products to more Brazilian markets. By incorporating influencer and customer testimonials, she inspired her audience to click on Donna Capilli ads and start a conversation with the company on WhatsApp.
Their Story
Cosmetic products inspired by experience
After a personal issue required her to cut her hair and rethink her own approach to hair care, owner and founder Jenniffer Martins used her training as a chemical technician to start mixing her own ingredients and develop her own shampoo. A friend tried the product for themselves, then recommended it to another friend who also liked it, and soon the Donna Capilli brand was born. In a short amount of time, Martins was developing and selling new cosmetic products, and expanded the business to include other shampoos, conditioners, tonics, hair masks and more.
Their Goal
Self-sufficient marketing
As a small business owner, Martins had to learn how to handle marketing and promotion herself. A Meta Blueprint course she took in 2019 opened her eyes to the possibilities of using ads that click to WhatsApp to grow her brand. Today, the company manages all its ads that click to WhatsApp campaigns itself, and continually tries different strategies to attract new customers.
“When I started my business, I relied a lot on word of mouth from my clients. I didn’t know how this advertising thing worked. I thought it was too difficult for me to apply it to my business. But I took a course from Meta Blueprint, and then I discovered how ads worked, how they were simple to use, and how I could replicate these ads myself for my business.”
Jenniffer Martins
Owner, Donna Capilli
Their Solution
Engaging testimonial ads that click to WhatsApp
A March 5–15, 2025 campaign of ads that click to WhatsApp featured before-and-after photos and video to tell a real customer’s story of how she used Donna Capilli products to develop her ideal look and hairstyle.
Martins says one of the benefits of making conversations on WhatsApp accessible to her customers is that people often seem to feel more comfortable asking personal questions about cosmetics and hair care when messaging on WhatsApp. While the company prioritizes personalized service, it also uses automated WhatsApp features such as greeting messages, quick replies, away messages and labels to help manage each conversation and provide quick, friendly service.
Their Success
Increased reach and sales
Martins credits ads that click to WhatsApp with helping her business expand beyond its central location of Uberlândia to other regions of Brazil. As of summer 2025, half the company’s sales came from customers in Uberlândia directly through conversations on WhatsApp. *
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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