Brand
Meta Business Messaging Partner
TENA, a leading name in adult incontinence products, launched a conversational assistant on WhatsApp named Tina to provide discreet support to customers in Mexico. The AI-enabled assistant offered product guidance, sales assistance, loyalty program access and more, resulting in a 4.3X higher return on investment compared to the brand’s usual channels and a 91% year-over-year increase in sales from WhatsApp.
91%
year-over-year increase in sales from WhatsApp, attributed to AI-enabled assistant
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“Since launching Tina on WhatsApp, we’ve transformed the way we connect with our consumers. By being present on their most familiar and relatable channel, we’ve simplified processes and opened a whole new sales avenue. This innovative touchpoint has broken barriers, enabling more open and honest interactions.”
Daniel Camou,
Senior Brand Manager and Santiago Dávalos, MarTech Digital Project Manager CGA, Essity
Their Goal
Discreet customer assistance
Essity-owned TENA offers products and services for urinary incontinence, a condition that affects millions worldwide. Recognizing that stigma and shame often prevent open dialogue around health issues, TENA sought to create a discreet and supportive channel for individuals, caregivers and healthcare professionals in Mexico. The goal was to provide a safe and accessible space for customers to learn more about TENA’s products, ask questions and make purchases.
Their Solution
Overcoming stigmas with helpful AI
TENA partnered with Auronix, a Meta Business Messaging Partner, to develop Tina, a sophisticated, AI-enabled conversational assistant on WhatsApp Business Platform. Customers could start a conversation with Tina by clicking from TENA’s website or marketing messages on WhatsApp that the brand sent to promote new products and offers. TENA’s user-friendly menu guided customers to learn about different products and find the ideal solution for their needs, make purchases by clicking from WhatsApp to TENA’s site or app, check the status of an order, join the brand’s loyalty program, redeem points for gifts, get answers to frequently asked questions or even access to personalized assistance by messaging a human advisor if needed.
TENA and Auronix created an approachable and empathetic experience that helped break down stigmas and guide users to get the help they needed. Tina enhanced the customer experience and drove sales for the brand by helping customers get easier access to essential products without having to feel embarrassed.
Their Success
Increased sales from WhatsApp
The team measured performance across an eight-month period (February-September 2025) and reported:
- 91% year-over-year increase in sales from WhatsApp, attributed to AI-enabled assistant*
- 5X higher conversion rate attributed to marketing messages on WhatsApp, compared to average performance of other paid marketing channels (email, SMS, ads)*
- 4.3X higher return on investment attributed to Tina and marketing messages on WhatsApp, compared to average performance of other paid marketing channels*
- 4.3X lower cost per acquisition attributed to Tina and marketing messages on WhatsApp, compared to average performance of other paid marketing channels*
*Results are self-reported and not identifiably repeatable. Generally expected individual results will differ.
“Implementing marketing messages on WhatsApp transformed the scope of our vision. By integrating them into the marketing automation flow, we achieved an immediate and personalized connection that no other channel matches. The high engagement rate more than compensates for the investment, allowing us to impact those who really react best, and thus consolidating a digital ecosystem focused 100% on business results.”
Santiago Dávalos,
MarTech Digital Project Manager CGA, Essity
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