Brand
The Indian performance marketing agency added marketing messages on WhatsApp, accessed through Ads Manager, to its clients’ campaigns alongside regular ads on Facebook and Instagram, helping them overcome saturated retargeting efforts by utilizing WhatsApp as a new channel for delivering offers to opted-in customers.
Their Story
Performance marketing for Indian advertisers
Adyogi is a high-profile Indian performance marketing agency that manages campaigns across Meta technologies for more than 250 advertiser clients in the retail, fashion, direct-to-consumer, jewelry and home goods industries.
Their Goal
Growing engagement for clients
Adyogi reported that some clients were seeing diminished results from retargeting the same audiences on the same channels in campaign after campaign. It wanted to add a new approach that could yield higher engagement rates among opted-in audiences without negatively impacting other campaign channels. The agency noted that many of its clients had large customer bases on WhatsApp, but that the brands were primarily leveraging those audiences to send API-integrated messages or provide customer support, completely separate from their performance media budgets.
“We didn’t just treat marketing messages on WhatsApp as an experiment for one or two of our clients. We decided to build an onboarding process that we made available to all our head and torso clients, which made it easy to add marketing messages as an additional placement alongside ads on Facebook and Instagram.”
Rohin Mittal
Director, Adyogi
Their Solution
Scaling performance marketing across clients
Adyogi decided to make marketing messages on WhatsApp, accessed through Ads Manager, a key placement alongside its clients’ regular approach of ads on Facebook and Instagram, so clients could add marketing messages to their performance media mix without additional technical setup. Adyogi built a repeatable onboarding process that it made available across to its strongest accounts. After a business chose to opt in, the agency connected the brand’s customer base on WhatsApp and selected marketing messages on WhatsApp alongside ads on Facebook and Instagram when building its campaign in Ads Manager. Delivery was optimized to the best-performing placement using Meta Advantage+ placements, a tool available in Ads Manager that helped Adyogi pitch the new approach to clients because of its potential to reduce risk.
Their Success
Scaling marketing messages to more advertisers
Across a six-month period, the number of Adyogi-managed advertisers sending marketing messages on WhatsApp grew 3X, and the agency ultimately launched the feature for campaigns across 55 advertiser accounts. In one client example, a leading women’s ethnic apparel brand reported higher cost efficiency at a comparable return on ad spend to other placements.*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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