Brand
Gain City, a major electronics retailer based in Singapore, added marketing messages on WhatsApp, accessed through Ads Manager, to its Black Friday campaign and saw a 13% lower cost per click.
13%
lower cost per click
Their Story
A leading electronics retailer
Gain City offers a wide range of tech and home solutions for consumers in Singapore, from air conditioners and major appliances to kitchen products, audio-visual systems, IT gadgets, smart home innovations, furniture and bedding.
Their Goal
Standing out on Black Friday
With Black Friday approaching, Gain City needed an effective way to reach existing customers and inspire them to purchase. The challenge was cutting through a crowded promotional landscape and reminding shoppers of upcoming deals before its Black Friday sale began.
“Marketing messages on WhatsApp made sense as a placement for us because it’s part of everyday conversations in Singapore. Engaging customers in this familiar, trusted space allowed us to strengthen the brand and drive meaningful engagement. In addition to a lower cost per link click, we also saw a lower cost per add to cart compared to our usual approach.”
Vera Teo,
Assistant Director, Gain City
Their Solution
Reaching shoppers in a familiar space
To maximize the impact of its Black Friday campaign (November 17-30, 2025), Gain City onboarded to marketing messages on WhatsApp, accessed through Ads Manager. This enabled the brand to add WhatsApp as a placement alongside its existing Facebook and Instagram ads when creating the campaign in Ads Manager.
Using this approach, Gain City was able to deliver photo-based messages directly to existing customers who had already opted in to receive marketing messages on WhatsApp from the company. Rather than relying solely on traditional social ads, the brand could now reach shoppers with personalized offers via a solution they use every day.
This strategy was well suited to retargeting: by showing up in a familiar environment, Gain City could remind shoppers of upcoming Black Friday deals and motivate them to show up. To measure the impact of adding WhatsApp to the mix, Gain City ran an A/B test in Ads Manager comparing campaign performance with and without the placement on WhatsApp.
Their Success
Better results, lower cost
Adding marketing messages on WhatsApp, accessed through Ads Manager, delivered meaningful improvements in both engagement and cost efficiency during the Black Friday campaign, including:
- 13% lower cost per click
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