Brand
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Ecommerce group Thành Vinh Holdings partnered with Pancake, a Meta Business Partner, to increase sales by 1.8X and reduce cost per purchase 40% by using purchase optimization for ads that click to WhatsApp.
1.8X
increase in sales for ads that click to WhatsApp with purchase optimization, compared to usual approach of ads that click to WhatsApp with message optimization
40%
decrease in cost per purchase for ads that click to WhatsApp with purchase optimization, compared to usual approach of ads that click to WhatsApp with message optimization
Their Story
Fast-growing ecommerce
Thành Vinh Holdings is a group of ecommerce brands that specializes in cosmetics, healthcare and family essentials. Since its founding in Da Nang, Vietnam in 2015, Thành Vinh Holdings has expanded to several other countries in Southeast Asia, including Laos, Cambodia, Thailand, the Philippines, Indonesia and Singapore. As of early 2025, Thành Vinh had also begun expansion to Mexico and the US.
Their Goal
Succeeding in a new market
When Thành Vinh Holdings first entered the Malaysian market in 2024 to promote its cosmetics offerings, it struggled to determine the most suitable channels for reaching customers. At first, the team tested WhatsApp campaigns optimized for high message volume, but felt there was still room to grow.
“Thành Vinh Holdings’ trial of ads that click to WhatsApp with purchase optimization has delivered outstanding results, affirming it as a powerful tool that enables us to connect more closely with our customers and drive business results. With this solution, we are able to optimize our cost per order and increase business efficiency. This marks a crucial step forward in Thành Vinh Holdings’ strategy to grow in 2025.”
Nguyen Van Tu
Business Director, Thành Vinh Holdings
Their Solution
WhatsApp ads optimized for purchases
Thành Vinh Holdings had previously partnered with Pancake, a Meta Business Partner, to test purchase optimization for ads that click to Messenger. Given the success of that approach leveraging another platform, the team took the next step of testing purchasing optimization for its ads that click to WhatsApp, in order to connect with people most likely to make a purchase in Malaysia.
The company delivered an October 31-November 14, 2024 campaign of photo and video ads that click to WhatsApp, targeted to Malaysian adults 20-65+. The ads showcased cosmetic serums from Thành Vinh’s TVH brand. After viewing an ad, users could choose to click on it to enter a conversation with the brand on WhatsApp, where a customer service agent was available to answer questions and help them place orders.
By leveraging Meta’s Conversions API as part of its integration with Pancake, and optimizing the campaign for delivery to people most likely to make a purchase, Thành Vinh was able to successfully introduce its products to a Malaysian audience while increasing sales and decreasing the cost per purchase.
Their Success
A successful new approach
The team tested its new approach of optimizing for purchases with an A/B test in Meta Ads Manager that found:
- 1.8X increase in sales for ads that click to WhatsApp with purchase optimization, compared to usual approach of ads that click to WhatsApp with message optimization
- 40% decrease in cost per purchase for ads that click to WhatsApp with purchase optimization, compared to usual approach of ads that click to WhatsApp with message optimization
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