Brand
Sony Channel attracted new subscribers to its WhatsApp messaging experience for the hit TV show Shark Tank Mexico using ads that click to WhatsApp, then followed up to subscribers with updates and exclusive information sent via marketing messages on WhatsApp, helping to grow engagement and awareness.
Their Story
A global hit TV show
Shark Tank Mexico is Sony Channel Mexico’s edition of the popular international reality TV franchise, where aspiring entrepreneurs pitch their business ideas to a panel of wealthy investors, or as the show calls them, “sharks.”
Their Goal
Boosting audience engagement
Sony Channel Mexico took advantage of the reach of Meta apps to boost audience interaction, optimize for video views and drive traffic to its online destinations.
“We used ads that click to WhatsApp to bring people into WhatsApp and bring new subscribers into the funnel, while collecting their consent to directly send offers, discounts, promotions and other announcements around the show. We also used marketing messages, powered by Meta’s delivery optimization engine, to send targeted messages to these subscribers, increasing the likelihood of them taking action and tuning into the show.”
Natasha Paschoarelli
Executive Marketing Director, Sony Pictures Entertainment
Their Solution
Consistent audience marketing
To build awareness and grow the Shark Tank Mexico WhatsApp subscriber list, the Sony Channel Mexico team partnered with its communications platform services provider to deliver a campaign of photo and video ads that click to WhatsApp, targeted to adults 18–49. The ads actively promoted Shark Tank Mexico’s WhatsApp channel and featured images of the sharks, as well as the show’s WhatsApp number.
After clicking the ad, people were directed to an automated conversation on WhatsApp, where they could opt in to receive regular announcements, offers, discounts and updates involving the show. Once they opted in, they received these communications directly from Shark Tank Mexico via marketing messages on WhatsApp. Fans could also engage with a variety of content on the channel at any time, including personalized pitch recommendations, pitches from fellow entrepreneurs and exclusive goodies inspired by the TV show, such as a special Christmas sticker pack that fans could access by scanning a QR code.
Their Success
Engaging audiences all season long
The team reported that this new approach to promoting the show and keeping fans engaged grew its subscriber base and helped it maintain an active and engaged audience throughout the TV season.*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
Get started with a partner
WhatsApp Business Platform partners can help you plan, build and integrate WhatsApp as a channel to connect with your customers.