Brand
WhatsApp Business Solution Provider
The Peruvian financial institution worked with its media agency OMD Peru to integrate marketing messages on WhatsApp, accessed through Ads Manager, into its always-on campaigns on WhatsApp, resulting in an 18% lower cost per lead and an 8-point higher click-through rate than the usual approach.
Their Story
Adding marketing messages for re-engagement
Prima AFP is a leading pension fund administrator in Peru that’s part of Credicorp, the country’s largest financial holding group. The company historically ran always-on customer acquisition campaigns that relied on traditional ad placements across Meta technologies, including Feed, Reels and Stories. After studying the data, Prima AFP hypothesized that reaching people directly on WhatsApp, a familiar environment for many prospective customers in Peru, could help drive greater conversion efficiency and reduce overall costs. But it needed to see clear, measurable proof of the impact of WhatsApp before making a significant commitment.
Their Goal
Seeking measurable proof before scaling WhatsApp investment
To explore the value of adding WhatsApp, Prima AFP partnered with its media agency OMD Peru to build a complete, trackable acquisition funnel. OMD suggested integrating marketing messages on WhatsApp, accessed through Ads Manager, into this new campaign approach, making it easy to add marketing messages alongside other placements when building a campaign.
“Marketing messages on WhatsApp, accessed through Ads Manager, optimize send timing based on customer intent, allowing us to reach the right audience within the database and reduce cost per message versus other messaging platforms.”
Marcos Salazar,
Account Director, OMD Peru
Their Solution
Building a full-funnel acquisition campaign
The January 1-March 20, 2026 test combined two campaign approaches: ads that click to WhatsApp for initial engagement and lead acquisition, and marketing messages on WhatsApp for re-engagement. After clicking an ad, potential customers entered into an automated conversation with the brand on WhatsApp that was designed to qualify leads efficiently. The journey on WhatsApp guided customers through a structured conversation and routed only the most promising leads to a member of the customer service team, which freed up Prima AFP to handle a higher volume of inquiries without spending significantly more. Leads were retargeted with marketing messages on WhatsApp at a later date.
OMD also integrated Meta Conversions API, which connected Prima AFP’s own conversion data directly to Meta to enable more accurate conversion attribution. This gave the team a reliable view of each placement’s performance.
Their Success
Lowering lead costs and earning always-on status
The results gave Prima AFP the confidence it needed to grow its investment in WhatsApp, ultimately achieving a lower cost per lead and higher engagement compared to its usual approach of traditional ad placements (Feed, Reels and Stories). As a result, Prima AFP made marketing messages accessed through Ads Manager a regular part of its always-on campaigns.
- 18% lower cost per lead for marketing messages on WhatsApp, accessed through Ads Manager, compared to usual approach*
- 8-point higher click-through rate for marketing messages on WhatsApp, accessed through Ads Manager, compared to usual approach*
- 14% higher click-through rate for marketing messages on WhatsApp, accessed through Ads Manager, compared to usual approach*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
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