Brand
The Brazilian culinary school launched a campaign of website to WhatsApp ads to drive traffic to its landing page and convert visitors to leads through the power of conversation, resulting in more purchases than its usual approach of ads that click to the school’s website.
Their Story
Baking demystified
A Escola de Confeitaria is a São Paulo-based culinary school operated by pastry chef and educator Eloisa Cola. The school offers online courses in classic and contemporary confectionary cooking that are designed to demystify professional techniques and make baking accessible to all. Students can learn to bake their favorite sweet treats, such as carnival cake or macarons, and even train to become certified pastry chefs.
Their Goal
Converting visitors to leads
A Escola de Confeitaria wanted to drive more traffic to its website, then convert that traffic to leads using WhatsApp.
“The website to WhatsApp ads campaign allowed us to streamline the journey from prospect to sale, resulting in a substantial increase in conversion rates compared to traditional ads that only led to our website without a WhatsApp button.”
Jonatã Ariel Silveira
Head of Marketing, A Escola de Confeitaria
Their Solution
Website to WhatsApp ads
A Escola de Confeitaria launched a campaign of website to WhatsApp ads. These are ads that appear on Meta platforms, such as Facebook and Instagram, and direct potential customers to a company’s website. Once they click the ad, customers are taken to a landing page for the business that includes a WhatsApp button that allows them to message the business.
The customer can continue scrolling through the website if they want, or click the button to open a conversation with the business in WhatsApp to learn more. This approach helps capture customers who are ready to convert, as well as those who prefer to message the business before making a decision.
Their Success
More purchases than the usual approach
The school tested the effectiveness of this new approach by running two nearly identical campaigns targeted to Brazilian women aged 25-55, from June 16-June 30, 2024:
- One campaign consisted of website ads that click to WhatsApp from Facebook
- The other campaign used A Escola de Confeitaria’s usual approach of ads that click to its website from Facebook.
- The school compared performance between the two campaigns and reported that the new approach drove more purchases.*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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